ILLOCUTION IN ADVERTISING SLOGANS OF ALCOHOLIC BEVERAGES IN NIGERIA

Abstract

Slogan is a short sentence or phrase that is commonly found in advertisements. It is observed to have persuasive capabilities and to help advertisers achieve their goals. Unfortunately, the low level of scholarly attention given to the linguistic study of slogans used in Nigerian alcoholic drink advertisement causes scarcity of related information. The aim of this study, therefore, is to examine the slogans used in the advertisements of alcoholic drinks in Nigeria. The objectives of the study are to identify the illocutionary acts used in the slogans and the specific functions of the acts. The study adopts descriptive research design and data are collected from twenty advertising slogans of popular alcoholic brands in Nigeria. The advertisements are sourced from the social media pages of the concerned brands. The collected data are qualitatively analysed through the lens of Searle’s (2005) illocutionary acts. Findings show that three illocutionary acts, which are assertives, directives, and expressives, are used in the slogans. Nevertheless, assertives and directives are used more than expressives. The study also observes that the illocutionary acts are used to give commands to the audience, make claims about the advertised products, express feelings, and show respect. The study concludes that the slogans are used to control the behaviours of the audience and the narratives surrounding the advertised products.