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A COMMUNICATIVE STUDY OF ELECTRONIC MEDIA ADVERTISEMENTS IN GHANA

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Abstract:

A common phenomenon of global interest is advertisement. The Ghanaian media is replete with all kinds of advertisements ranging from education, through social issues to business. It is in lis-tening to some of these advertisements that my appetite was whipped to look at their linguistic make up. This paper examines closely the linguistic structures and strategies that are employed by the advertiser to persuade potential users of their goods and services. The study reveals that advertisers employ various styles including dialogues, straight forward presentation, repetition, jingles, catch-phrases, superlative adjectives and pattern repetition in persuading their audience to use their products and services.

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