LANGUAGE AS A PRAGMATIC TOOL IN POLITICAL CAMPAIGN AND ADVERTISING
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Date
2025-06-18
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Evangel International Journal of Arts and Social Sciences
Abstract
Over the past two decades, political advertising in Nigeria has experienced significant growth, driven by political parties' and candidates' increasing recognition of its importance in enhancing their brand visibility and communicating their manifestoes to the electorate. This study undertakes a comprehensive socio-pragmatic examination of the linguistic strategies employed in political campaign billboards and television advertisements across various locations in Nigeria. A diverse sample of billboards, strategically placed in urban, semi-urban, and mega-city settings (Lagos, Ibadan, Osogbo, and Ile-Ife), as well as video clips of rallies, slogans, and internet- sourced materials from the 2011 and 2015 electioneering campaigns, were analyzed. The findings reveal that the structure and complexity of language used in political campaigns serve distinct purposes, with complex sentences providing detailed candidate profiles and sentence fragments enhancing accessibility. Furthermore, the study highlights the pervasive use of emotionally charged language, leveraging positive and negative associations to influence voter perceptions. The research underscores the inherently persuasive nature of political advertising, demonstrating how candidates strategically utilize language to brand themselves and appeal to the electorate.
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Citation
Bamigbade, O. E., and , “Language as a Pragmatic Tool in Politi- cal Campaign and Advertising”, Evangel International Journal of Arts and Social Sciences - EIJASS, Volume 5, No. 1, January-June 2025.