The Use of Northern Nigerian Pidgin English in Advertisement in Northern Nigeria

Hussaina Musa Gar, Aishatu Abubakar

Abstract


This research explored the communicative qualities Northern Nigerian Pidgin English as a language. It also seeks to understand the perception of broadcast media audience towards the use of Pidgin English in dissemination of adverts messages as a language of popular communication especially as regards to advertisements. Kano, Kaduna, Borno and Adamawa was used as the case study. The results will be obtained through the use of structured questionnaires. The study reviewed some related literature, which include: the origin of Pidgin English in Northern Nigeria, the pervasiveness and influence of Pidgin English, the origin and evolution advertising, concept and nature of advertising, imperative of using Pidgin English in advertisements, the interface between Pidgin English, advertisements and broadcasting in Northern Nigeria and the theoretical frame work anchored on Anthony Downs’ Preponderance Theory.


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