Graphological deviations in selected small and medium-scale enterprise adverts
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Date
2020-07-07
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Abstract
It is an established fact that stylistics focuses on the preponderant use of language in series of texts and the unusualness in language to communicate specific messages to the readers of the texts. The purpose of this study was to exclusively investigate selected signboards of small and medium-scale enterprises from a stylistic perspective. Thirty signboards were selected and analysed at the graphological level. Photographs of the selected signboards were taken and transformed into prints for ease of interpretation. It was discovered that there were graphological deviations such as punctuations, varying fonts and sizes, mixed cases, colour, number, etc. usedto captivate the attention of prospective customers; to indicate the choice of the advertisers; to distinguish one enterprise from the other; and to list the services offered by the enterprise. The use of stylistics as an approach for the analysis of the selected signboards has unravelled the underlying meaning of the graphological features in the data.