AUDIENCE PERCEPTION OF PIDGIN ENGLISH ADVERTISEMENTS IN NIGERIAN BROADCAST MEDIA (A STUDY OF BENIN-CITY)
ABSTRACT In a world of fierce competition and emergence of internet as a powerful, borderless media, gaining and retaining the attention of consumers and customers and persuading them to buy products and services through the broadcast media is becoming more challenging and important. Although advertising has been proved to be effective in providing market information about products and service, yet its understanding and comprehension to the masses has been questioned consistently. Thus, it is...