COMMUNICATION ADVERTISEMENT: THE USE OF INDIGENOUS LANGUAGE IN NIGERIA PROSPECTS AND CHALLENGE

Modern advertisement is effectively no more than hundred years old , dating from the period when the capitalist system of production underwent major changes (Dyer , 1982 :16

Since advertising required a definition that encompassed a diverse field of study , Bireme Osunbiyi (1999 ) advertising in a broad manner

Advertising is a controlled persuasive communication , paid for by identifiable sponsor (s , about products , services or ideas and disseminated through the mass media to a target group

A message regarding a certain product when delivered raw could be anything but effective . It needs to be

controlled and strategically constructed to achieve the target aim . Words needed to be chosen according to the outcome that was desired . The difference in word choice and construction could alter the reception and the feedback from the message sent . The art of language construction in advertising makes the messages meaningful to a target group in advertising

The public will not be influenced by a message if it has not impacted them . The message will ineffectively interpreted when the message was miscommunicated . The impact of a particular message begins at the point wherein the message is understood . If the language used would disable the public from understanding the message , the advertising strategy will be ineffective . Advertising is considered as a purely human and non-instructive method of communicating ideas , emotions and desires strategically produced symbols that allow its users to generate meaning and process to define society

Indigenous language is considered as the language of tradition for the societies they are used in . They are considered unique and original as they represented a specific society . It is perceived to be effective if indigenous language would be utilized in the promotion and publishing of advertisement messages to the people because the messages had the potential to affect the local public . Wilson (1987...