Marketing Communication in African Languages - Salawu, Abiodun; Oyesomi, Kehinde; (ed.) - Prospero Internet Bookshop
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Marketing Communication in African Languages

 
Edition number: 1
Publisher: Routledge
Date of Publication:
 
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Short description:

While some academic attention has been paid to the impact of new digital technologies on African media in the colonial languages of English, French and Portuguese, there is a dearth of research into African language digital communication. The book will interest scholars of media, journalism, communication, social media and culture.

Long description:

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.

Table of Contents:

Introduction: Marketing Communication In African Languages  Section A: African Traditional Advertising and Marketing  1.   Advertising and Marketing in Traditional Yoruba Society in Nigeria  Section B: Language Arts, Popular Culture, Advertising and Marketing  2.  Becoming a Local Brand: Coca-Cola, Indigenous Languages and Evidence of Intimate ?Glocalisation? Among Young Africans in Nigeria and South Africa  3.  Using Akan Language to Persuade in Digital Spaces: An Analysis of the Demand and Supply YouTube Channel  4.  Language Hierarchization in Marketing and Advertising: An Analysis of E-Advertisements from Zimbabwe?s Mobile Network Operators  5.  Indigenous Marketing Styles in the Lyrics of Yoruba Popular Music Artists  Section C: Political Advertising, Marketing and Communication  6.  (De)Marketing Political Products: An Analysis of the Branding of Malawian Political Leaders in Indigenous Languages (1964-2023)  7.  Negative Political Advertising and the Entrenchment of Gender Norms in Indigenous Language Political Communication  8.  ?Tsotsitaal?: A Political Marketing Strategy by South Africa?s Main Political Parties Mopailo Thomas Thatelo  9.  Political Marketing, Persuasion and Oratorical Whiz of Former Bophuthatswana Leader Lucas Mangope  10.  Advertising Robert Mugabe in Indigenous Languages: Readers? Perspectives of Born Crew?s Get Connected  11.  Indigenous Jingles in Political Messaging: Analysis of Yoruba Language Jingles in Nigeria?s 2023 Presidential Election on Selected Radio Stations in South-West Nigeria  12.  Perceived Influence of Indigenous Languages in Political Advertising during the 2023 General Elections among Residents of Ado-Odo/Ota Local Government, Ogun State, Nigeria  Section D: Commercials in African Languages  13.  Using Indigenous Language Radio Advertisements to Build Brand Loyalty and Product Marketability of Selected SMMEs in South-West Nigeria  14.  Reimagining Epistemic Decoloniality of Commercial Radio Advertising through African Languages for Sustainable Development in the Digital Age  15. Radio Advertisement in Igbesa Community, Ado-Odo Ota, Ogun State, Nigeria  16.  An Analysis of The Use of Indigenous Language in Radio Advertising on Social Media: A Case Study of Motsweding FM  17.  Gender Representation Using Indigenous African Languages in South African Television Advertisements  Section E: Public Relations  18.  Decolonising Public Relations Education in South Africa: A Case of the Lemba People  19.  A Public Relations Perspective of ?Emi lo kan? As An Indigenous Political Marketing Slogan of All Progressive Congress Presidential Candidate in the 2023 Nigeria General Elections  Section F: Branding, Corporate and Public Communication  20.  ?My Language, My Brand?: Reflections on Oko Oloyun?s Exclusive Yoruba Language for SME Branding  21.  An Analysis of The Use of Indigenous Languages in Corporate Communication at The North-West University  22.  The Use of African Languages in China's Brand Advertising: Revisiting the Localization and Standardization Debates