LANGUAGE OF APPEAL IN NOODLES ADVERTS IN NIGERIA: A STYLISTIC ANALYSIS

ABSTRACT

This study examined the language of appeal in three prominent Nigerian noodle brands' advertisements from a stylistic perspective. These brands are Indomie, Masters, and Golden Penny. The study also looked at the different marketing strategies that complemented the appealing language employed in particular advertisements. The nature of this study was qualitative. A critical analysis of the data was conducted by looking at the language used in a few chosen advertisements. The foregrounding theory, which addresses how language and visual elements in advertisements are made to stand out to grab audience attention and persuade them to purchase advertised products, provided the basis for the study. The study found that the three chosen noodles' brands' advertisements in Nigeria used the following linguistic components. The first was the pattern of word construction techniques used in the advertisement, including borrowing, neologisms, backformation, compounding, and blending. The second aspect of the advertisements was the language used, which included catching expressions like personification, alliteration, pidgin, repetition, metaphors, and puns. The third involved the disclosure of images as instruments of advertising strategies that bolstered the language employed in particular adverts. This research establishes a connection between the fields of advertising and stylistics, adding to the body of knowledge and strategies already in place regarding advertisements, particularly those from noodles companies that use language and stylistic techniques.