Abstract
Language, a central device in social domains, began from somewhere; and it has witnessed unstoppable development. The growing behaviour influenced this study with a goal to appraise the contributions of advertising in Nigeria to the development of English. Thus, thirty-two creative-cum-new lexicons of MTN® and Etisalat® served as analytical data. Morphological tools of derivation, compounding and blending assisted in processing the formation of novel words. The study revealed that the competitive market had informed copywriters to chart a new credible course. That spirit has motivated advertising experts to create exciting lexicons, which are convenient to sensitise readers. Given that factor, word formation processes become arbitrary where phonemic units [k], [z], [j] and [a] were employed to realise morphemic elements of Kulturefest, callertunez and Nigeria. Some formations follow compounding procedures (F@stLink, biztime; 9javaganza and easyflex) as well as deviations (Thank Yous, hynet; wwwhenever and freeeee) to achieve persuasion. The construction of lexicons is fundamental, where MTN adopts Y’ello and Etisalat associates with 0809ja as business identities. As these constructs are fascinating and functional in the social system, the study suggested that lexicographers might take advantage of the development to integrate new lexemes in dictionaries, as observed from the Nigerian perspectives.
Highlights
IntroductionA specific language (English or Yoruba) enjoys the same benefit
A specific language (English or Yoruba) enjoys the same benefit. This is because resources of different peculiarities contribute to what human beings label as language and the development that language undergoes
As human beings go about meeting their social needs, it is in the same manner that language grows with strengths to assist and satisfy human communication requisites
Summary
A specific language (English or Yoruba) enjoys the same benefit. This is because resources of different peculiarities contribute to what human beings label as language and the development that language undergoes. As a result of that remark, one could assert that language is never a static phenomenon. The observable ‘kinesis’ positioning language as a living organism, the researcher could say, taps its currency from the growth and development that human beings and society experience. As human beings go about meeting their social needs, it is in the same manner that language grows with strengths to assist and satisfy human communication requisites. That dual developmental relationships are indicators of the centrality of language in the socio-cultural spheres (De Beaugrande 1991)
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