Marketing Communication in African Languages
Abiodun Salawu editor Kehinde Oyesomi editor
Format:Hardback
Publisher:Taylor & Francis Ltd
Published:23rd Dec '24
Currently unavailable, and unfortunately no date known when it will be back
This edited volume considers the use of African languages for marketing communication. The importance of an indigenous language stems from its benefits, which include increased comprehension and a sense of resonance among the target audience, which makes it more memorable as opposed to foreign languages.
Chapters in the book variously examine African traditional advertising and marketing; popular culture as a channel for advertising and marketing; political communication, advertising and marketing; commercials and public relations in African languages; as well as branding, corporate and public communication in African languages. The use of African languages for marketing communication is considered on the traditional mass media and the digital media. Readers will gain a lot of insights into the theory and practice of marketing communication in African languages.
For continent in its post-colonial phase of development, Marketing Communication in African Languages, is a timely scholarly masterpiece as it addresses the extant challenge of dearth of scholarly attention to use of indigenous languages as vehicles of marketing communication on the African continent. The book epitomizes a renaissance of the use of indigenous languages in scholarship, commerce, entertainment and marketing of candidates during periodic democratic elections across the African continent.
Rotimi Olatunji, Professor, Public Relations & Advertising, Faculty of Communication and Media Studies, Lagos State University, Ojo, Lagos, Nigeria.
The landmark work done in this book offers a rich and diverse compilation of the key areas of marketing communications, where African languages have played prominent roles with successful outcomes. The pioneering effort of the authors deserves a commendable thumbs-up in their effort to showcase the beauty and the uncharted utility value in the use of African languages in marketing.
Olugbenga C. Ayeni, Professor, Department of Business Administration, College of Business, Eastern Connecticut State University, USA.
ISBN: 9781032852638
Dimensions: unknown
Weight: 453g
314 pages