THE LANGUAGE OF ALCHOLIC ADVERTISEMENT IN GHANA

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.