UCHUNGUZI WA MATUMIZI YA LUGHA KATIKA MATANGAZO YA BIASHARA
Abstract
This article is based on commercial advertisement discourse in which the author explored language and its use in various business scenarios to meet communication needs. The article is guided by the Wretch’s Theory of Communication (1990) and the Fairclough Critical Discourse Analysis (1995). Data was obtained from the advertisements that appeared in the The Citizen, Zanzibar Leo, An-nuur, The Guardian, Daily News and Majira newspapers. The findings of this study showed that language is the most important link in communication between the seller and the buyer. The author discovered the use of non-linguistic and linguistic elements which have a positive influence on beneficiaries. There are some advertisements that used short and others long explanation. In addition, there are some that purposely used grammatical errors and code mixing (English & Kiswahili), colored font, pictures etc. The study also discovered that some advertisements used legal language. Lastly, the author recommends the use of required and appropriate language in commercial advertisement to avoid fraud as well as misuse of the Swahili language
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Magazeti
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