| dc.description.abstract | This paper presents the results of a linguistic study on the advertising language in Kenya. The study follows the framework of Lexical Pragmatics Theory. Mainly we were out to investigate how language-mixing in advertising realizes its persuasive intention. This study is organized into six chapters. The first chapter focuses on the introduction of the study.
It highlights the introductory elements of the study; its background, statement of the problem, objectives, hypotheses, rationale, scope and limitations, theoretical framework, literature review, methodology, data analysis and conclusion. Chapter two, discuses the concepts of language-mixing and advertising. It highlights on the roles of advertising and the persuasive nature of advertising language.
Chapter three gives the linguistic description of the language-mixed adverts classifying them under lexical, intra utterance and inter-utterance levels. Chapter four tests the theory. It subjects the collected. data to processes of Lexical Pragmatics theory to find out if they can adequately analyze the data. Chapter five, deals with the reactions of the consumers towards the language-mixing mode of advertising. A questionnaire was used to collect this data. Chapter six concludes the study.
The findings of this study identified languages that were mixed. It also established patterns of mixing these languages. The study further reveals that consumers have positive reactions towards language-mixing mode of advertising. | en_US |
