Intro Pages Stylistics

7/31/2019 Intro Pages Stylistics

1/14

A Comparative Study of the Stylistics of CosmeticsAdvertising of Lancme Paris and Lux

By


2/14

Ayotunde Moyinoluwa Oke

October 2009


3/14

A Comparative Study of the Stylistics of CosmeticsAdvertising of Lancme Paris and Lux

By

Ayotunde Moyinoluwa Oke

A dissertation submitted to the School of Media andCommunication, Pan-African University in partialfulfilment of the requirements for the award of the

degree of Master of Science of Pan-African University

October 2009


4/14

ABSTRACT

This study examines the stylistics of advertising with special focus on cosmetics

advertising in the print media using advertising by Lancme, a global cosmetics company,

and Lux which is made in Nigeria. The adverts examined are those produced between 2007

and 2009.

Two of eight print adverts of each brand were randomly selected and subjected to textual

analysis which comprised stylistic and contextual analysis. Communicative elements of

these adverts (sentence length, paragraphs, fog index, percentage of hard words, role-

relationship) from two different sources were compared and differences, similarities and

influence of origin were analysed.

This study proves that Lancme Paris uses hard words and relatively longer sentences in its

advertising. It also shows that Lancme leverages on its global reputation as the largest

Beauty and Skin Care Company to promote its brands.

Nigerian cosmetics advertising as a replica of similar foreign advertisements is also

demonstrated by the absence of distinction and originality in them which this study shows.

Furthermore, this work proposes that research in the stylistics of local advertising in Pidgin

English be conducted.


5/14

ii

ACKNOWLEDGEMENTS

To God Almighty be all the glory. Great things He has done.

This research is the result of the influence and encouragement of outstanding intellectuals

of the School of Media and Communication of the Pan-African University who demystified

hitherto opaque theories of communication: Professor Emevwor Biakolo, Professor

Hyginus Ekwuazi, Dr. James Tsaaoir, Engineer Vincent Maduka, and Dr. Ike Obiaya.

My appreciation also goes to the wonderful friends I made during the year in the MSc One

class: High Chief Osa Director, Mr. Sulaimon G. Olanrewaju, the capacious Ebiowei

Sokare, Pastor Alexander Johnson, Laolu Thomas, Stanley Oransonye, Gabriel Omozuwa,

Samuel Shaibu, Bisi Taiwo, Jide Benson and all others whose names (for want of space

and not a lack of affection) I have not mentioned.

I have to admit I enjoyed it!


6/14

iii

DEDICATION

This work is dedicated to my wonderful, supportive and accommodating parents, Mr. and

Mrs. Oluwole Oke. You are Gods greatest blessing to your children.


7/14

iv

CERTIFICATION

I certify that this work was carried out by Ayotunde Moyinoluwa Oke in the School of

Media and Communication, Pan African University, under my supervision.

___________________________

Supervisor

Dr. James Tsaaior

Head of Department, Writing for the Media Stream

School of Media and Communication

Pan African University

Lagos, Nigeria

v


8/14

Table of Contents

Contents Page

Title of Dissertation i

Abstract ii

Acknowledgement iii

Dedication iv

Certification v

Table of Contents vi

List of Tables x

List of Figures xi

Chapter One: Introduction and Background

1. Introduction 1

1.1 History of Advertising in Nigeria 4

1.2 What is Stylistics 11

1.3 Stylistics of Advertising 12

1.4 Statement of the Problem 19

1.5 Theoretical Foundation 21

1.6 Objectives of the Study 20

1.7 Research Questions 22

1.8 Scope of the study 22

1.9 Significance of the Study 22


9/14

Chapter Two: Review of Relevant Literature

2.1 The science of signs 26

2.1.1The semiotic theory 26

2.2 Charles Sanders Peirce 27

2.2.1 Types of Signs and Meaning 29

2.3 Semiotic Translation 30

2.4 Codes 34

2.5 Roland Barthes 35

2.5.1 Denotation, Connotation and Myth 35

2.6 Stylistics 39

2.6.1 Stylistic Analysis 41

2.6.2 Phonology and Phonetics 41

2.6.3Phonetic Expressive Means and Stylistic Devices 42

2.6.4Lexis 46

2.6.5The Interaction of Different Types of Lexical Meaning 48

2.6.6 Intensification of a Feature53

2.6.7 Peculiar Use of Set Expressions54

2.7 Syntax55

2.8Graphology/ Graphetics57


10/14

2.9 Semantics57

Chapter Three: Methodology3.1Textual Analysis 62

3.2.Types of Textual Analysis 66

3.3Research Design 66

Chapter Four: Stylistic Analysis of Lancme Advertisements

Lancme Genifique

4.1 Linguistic Description 70

4.1.1 Graphological Style Markers 70

4.1.2 Lexical Style Markers 72

4.1.3 Syntactic Style Markers 74

4.1.4 Grammatical Style Markers 75

4.2 Analysis of Contextual Factors 764.2.1 Medium of Communication 76

4.2.2 Role-relationship 77

Lancmes scillation Vibrating Power Mascara Advertisement

4.3 Linguistic Features 78





4.4 Analysis of Contextual Factors 83


11/14

4.4.1 Medium of Communication 83


Chapter Five: Stylistic Analysis of Lux Advertisements

Lux Limited Edition









Lux Nut and Cream Soap Advert




5.3.3 Syntactical Style Markers 91





5.5 Summary and Recommendations 93


12/14

IX

LIST OF FIGURES

Figure 2.1 Syngtamatic Relations 31

Figure 2.2 Peirces Triad 32

Figure 3.1 Difference between Communicators 67


13/14

x

LIST OF TABLES

Table 4.1 Paragraph and Sentences 72

Table 4.2 Pre-modifications in the Advertisement 73

Table 4.3 Average sentence length 75

Table 4.4 Number of paragraphs and sentences 79

Table 4.5 Premodifications in the Advertisement 81


Table 5.1 Number of paragraphs and sentences 86


14/14


Table 5.3 Comparison of stylistic features 92

xi

Intro Pages Stylistics

Documents

Transcript of Intro Pages Stylistics