Language Advertisement in Vanguard and Punch Newspapers: A Semantic Approach

Abstract

This study investigates the semantic features and language strategies employed in advertisements within two prominent Nigerian newspapers, Punch and Vanguard. Anchored in linguistic theories such as the Denotational, Mentalist, Sense, and Use Theories of Meaning, the research explores how lexical and semantic choices shape consumer perceptions and engagement. The study focuses on three advertisements: Wema Bank, The Alternative Bank (Punch), Blue Diamond Logistics, and Lagos Internal Revenue Service (Vanguard).Findings reveal distinct differences in language use, reflecting the newspapers' editorial styles and target audiences. Punch adopts direct, action-oriented language, appealing to a pragmatic readership by emphasising immediacy and clarity. For example, Wema Bank's "5 for 5 Promo" employs transactional terms like "daily draws" and "N135,000,000 prize," creating urgency and excitement. Similarly, The Alternative Bank uses aspirational phrases like "Be Unstoppable," encouraging empowerment and professional growth.Conversely, Vanguard employs emotive and sophisticated language, resonating with an urban, aspirational audience. Blue Diamond Logistics emphasises credibility and expertise through terms like "global logistics services" and "30-year track record," projecting reliability and international competence. The Lagos Internal Revenue Service ad promotes its eTax platform using language highlighting civic responsibility and convenience, framing tax compliance as a moral obligation.The study underscores the role of semantics in aligning advertisements with cultural and cognitive contexts, demonstrating how language constructs meaning to influence consumer behaviour. Advertisers effectively engage diverse demographics by tailoring linguistic strategies to specific audience profiles. Recommendations include a deeper exploration of cultural and regional factors in advertising language and expanding research to digital media platforms.In conclusion, the nuanced lexical and semantic choices in Punch and Vanguard advertisements exemplify the strategic interplay between language, meaning, and audience engagement in Nigerian print media.