Full 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.
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
