A Stylistic Analysis of Selected Christian Religion Print Advertisement in Ibadan Metropolis, Oyo State

Abstract

Abstract Print advertisements, a denominator of social realities have been approached from varied linguistic orientations. Studies that have dealt with how religious groups and churches utilize print advertisement to elicit patronage are discovered as inadequate. Anchored on the principles of linguistic stylistics, this study therefore investigates some religious advertisements with a view to determining how meaning is stylistically indexed in religious discourse at the graphological level. Qualitative research method with the analysis of corpus of selected texts was adopted at the graphological level of stylistics. Data for the study consisted of a total of thirteen (13) religious advertisements which are purposively sampled from selected church handbills, posters and flyers. The language of religious advertisement indicates how people’s linguistic choices are influenced by their religious persuasions and beliefs. The advertisers employ diverse linguistic features such as pictorial elements, graphological devices of italicization, icons, capitalization, punctuation marks and figures. The choice of the words is very simple, and there are elements of code – mixing. Also, a lot of images common to the Christendom are used such as the sign of the cross and the pictures of dove, clock and cup of wine, as an indication that the adverts are meant for Christians. The study provokes a deep understanding of how language gives expression to religious discourse. The advertisers’ understanding of the people of the religious inclination inform their choice of language and semiotic features.