Abstract:
This research focuses on the language of alcoholic advertisement texts in Ghana. The
purpose was to investigate the linguistic features embedded in alcoholic advertisement
texts as well as their communicative functions. Picture taking, interviews and snapshots of
televised alcoholic advertising texts were used for data collection. In all, ten pictures and
three people were interviewed. The Layered meaning theory (Clarks, 1996) was used for
the qualitative analysis. The findings revealed that lexical, morphological sociolinguistic
features, discourse and pragmatic as well as syntactic features were embedded in alcoholic
advertisement Text. Moreover, the communicative functions were that, alcoholic
advertisement texts demonstrate the uniqueness of the drink, increases the persuasion
among viewers and listeners and also communicates the actual composition of the drinks
as well as enhances memorability and readability by creating product brand awareness.
Description:
A thesis in the department of applied linguistics, faculty of foreign languages
education and communication submitted to the school of graduate studies,
university of education in partial fulfillment
of the requirements for the award of the master of philosophy
(applied linguistics) degree
in the University of Education, Winneba
JULY, 2020
