Department of English

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Sociolinguistic Strategies in Marketing Discourse in Ibadan, Nigeria
(Language in India www.languageinindia.com, 2012-02-02) Odebode, Idowu
Prior to this time, little attempt has been made in sociolinguistic research to investigate the peculiarities of the language of marketing in Nigeria. The few available studies in this area are the works of the norm and deviation stylisticians who often perceive the language of marketing as a deviation from or a distortion of ‘normal’ standard. The perception of those linguists cannot be given a place in sociolinguistic research as it does not account for the sociological factors that often condition the use of language in this important domain of human activities. It is against this background that this work is aimed at studying the language of marketing from the sociolinguistic point of view. Effort is geared towards unraveling the manifestation of sociolinguistic issues like: bi/multilingualism, euphemism, interference, code-switching and slangs, to mention just a few, in marketing discourse. Furthermore, the study examines how these terms are determined by the culture of the marketers.