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ABSTRACT
This study uncovers how the use of figurative expressions in Nigerian print and digital media advertisements has evolved into a captivating and essential facet of communication, transcending the boundaries of traditional advertising styles. Our aim was to unravel the dynamics of these linguistic devices and decipher their impact and effectiveness in conveying persuasive messages to consumers. We studied five wellknown Nigerian brands – Dulux, MTN Nigeria, Indomie, Guinness, and Coca-Cola Nigeria – to analyze how they use figurative language in their advertising to connect with and influence consumers, thereby helping us gain insights into the effective strategies employed by Nigerian advertisers in print and digital media advertisement.
