A Functional-Stylistic Analysis of Selected Commercial Banks Slogans in Nigeria
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Date
2022
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Abstract
Language plays a pivotal role when it comes to the art of sloganeering. However, a
revelation of how language is used to present how commercialbank use languageasa
tool that has been strategically employed and deployed by brand experts in crafting of
slogans in advertisement.To serve this, different slogans of (10) ten commercialbanks
in Nigeria were collected foranalysis. Halliday's scale and category grammar in Systemic
Functional Grammar and other stylistic tools were employed for the analysis. It was
found that Banks' slogansarecarefully coined in order to appeal to, attract and subtly
Compel their target audiernces to transact business with them.These banks'slogans are
tactfully assertive and affirmative in nature. They are socrafted to show their superiority
over other players in the field.Sonmeother banks'slogans are couched soasto show that
living and life, in its entirety, is incompletewithoutexperiencing the banks'products
and becoming their clientele. Some slogans are coined in a personal and interactional
manner in orderto create a senseof belonging, duty and responsibility for the members
of the society.
Keywords: Slogan,SFG, scale and category, bank adverts