In this paper, the researchers look at the uniqueness of indigenous language and how figurative language is used to communicate meaning in telecommunication Yoruba advertisements. There are four major telecommunication operators in Nigeria- MTN, Airtel, GLO and 9 mobile. The highest two operators with active subscribers-MTN and Airtel were chosen for this study. All MTN Yoruba advertisements and all airtel Yoruba advertisements were the population of the study. Through random sampling, MTN Smart Recharge advertisement and Airtel Goody bag advertisement were the sample. The qualitative textual analysis was employed to examine the figurative languages used in MTN Smart Recharge Yoruba advertisement and Airtel Goody bag Yoruba advertisement. The researchers found that 12 figurative languages were used and described in 25 presentations (Metaphor, allusion, symbolism, eulogy, sarcasm, pun, anaphora, repetition, hyperbole, simile, alliteration, rhetorical question) in the two selected advertisements. We, therefore, recommend among others that advertisers, not just telecommunication companies should pay serious attention to the use of figurative language that can attract the audience to their services and show the uniqueness of indigenous language.
Advertising, Figurative Language, Indigenous Language, Telecommunication, Yoruba, Qualitative Textual Analysis
The authors acknowledge the Indigenous Language Media of Africa (ILMA), North-West University, Mafikeng campus for ﬁnancial support. The authors also acknowledge Dr. Tunde Adegbola, the Executive Director of African Language Technology Initiative for the assistance rendered in the clarifications of some texts and putting of toner marks to the Yoruba advertisements.
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Recommended APA Citation
Oyesomi, K. O., & Salawu, A. (2019). Assessing the Uniqueness of Indigenous Language in Advertising: Analysis of Figurative Language Used in Selected Telecommunication Yoruba Advertisement in Nigeria. The Qualitative Report, 24(10), 2574-2591. https://doi.org/10.46743/2160-3715/2019.3878