ABSTRACT
The study was carried out to find out the Influence of
Indigenous Language on Advertising Campaign using MTN and GLO telecommunication
firms as a case study. In carrying out this study, the researcher used survey
research method coupled with questionnaire as the measuring instrument. From
the findings, it is established that language is one of the powerful tools in
conveying advert messages to the targeted audience. Also, advertising in
indigenous language has great impact on the targeted public rather than advert
in another language because people tend to understand their native language
better and that is both the MTN and GLO used indigenous language in advert
campaign regularly. They advertised in indigenous language to enhance
understanding, to direct advert message to a particular native, and to let the
people feel very important, as a result of this, indigenous language catches
people’s attention in advertisement than in English language and pidgin
language as it has persuading force on customers. It is recommended that to improve
and enhance the use of language particularly indigenous language on the
practice of advertising campaign only registered word and expressions should be
used while less proverbs and idiomatic expression should be adopted in order to
make the message understandable especially as this generation are not familiar
with big idiomatic expression, proverb e.t.c . Similarly, because of the
potential of audio and visual as both appeals to the illiterates, radio and
television should be used regularly to present advert campaign in indigenous
language to enhance understanding.
