Communication and Language: A stylistic study Advertisement as imperative skills for mass communication students
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Date
2020
Journal Title
Journal ISSN
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Publisher
Department of Mass Communication, University of Mkar, Benue State, Nigeria.
Abstract
Communication and language are intricately intertwined and, thus, represent the two face of a coin.
Language is a symbolic system that is being used to communicate shared meaning between a sender
and a receiver of a message in a context. Communication cannot exist without language, even though
language purpose is communication, not on its own; this makes language proficiency a prerequisite for
communication competence. Therefore, language is not a mere tool of communication but an
influential device to communicate and persuade the receiving audience. Persuasion occurs only when
language is well apprehended and some of its axes are played on. In this article, we argue for the
importance of language proficiency for mass communication students whose jobs rely wholly on
writing using language to get their work done effectively. Coming from communicative competence
background, we exhibit the imperativeness of language to communication through method of stylistic
analysis of some selected newspaper advertisements using rhetoric and linguistic devices to
demonstrate language influence on communication; also the language devices used are identified.
Finally, we discussed some competence areas that formed our proposed theoretical framework as
variables to investigate communicative competence in journalism and mass communication.
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Citation
4. Babatunde, K.A. & Shaibu, A.J. (2020). Communication and Language: A stylistic study of advertisement as imperative skills for mass communication students. Mkar Journal of Media and Culture. 5 (1). Published by the Department of Mass Communication, University of Mkar, Benue State, Nigeria