A SURVEY OF THE LANGUAGE OF NEWSPAPER ADVERTISEMENT

Abstract: The objective of this study is to analyse the linguistic characteristics of newspaper advertisements, with a specific focus on the Vanguard newspaper as a case study. The research employed a survey research design and utilised convenient sampling strategies to recruit a total of 67 participants who are employees of Vanguard News Nigeria. The researchers distributed a carefully designed questionnaire to the participants, resulting in a total of 55 responses. After careful validation, 50 of these responses were deemed suitable for inclusion in the study. The data was subjected to analysis utilising basic percentage calculations, as well as frequencies and tabulation. The study's findings indicate that certain aspects of a newspaper advertisement have the ability to capture the reader's attention and encourage them to engage with the advertisement. These attributes include well-designed visuals, the presentation of future advantages, the use of appropriate graphics, and maintaining consistency throughout the advertisement. The investigation also uncovered that the newspaper contains many sorts of advertisements, such as employment opportunity advertisements, promotional advertisements, health information advertisements, business advertisements, event advertisements, and school entrance advertisements. Furthermore, the study revealed that captions in newspaper advertisements should possess qualities such as attractiveness, simplicity, motivation, knowledgeability, and segmentation, among others. The study so suggests that it is imperative for marketers and advertisers to improve their communication abilities and constantly engage in on-the-job training for English language proficiency and effective communication. Effective communication is an essential requirement in the field of advertising. Furthermore, it is imperative for newspaper firms to exercise caution in promoting activities, events, or businesses that are not widely recognised by society. This includes refraining from advertising services offered by herbalists, shrines, and native spiritualists.