Linguistic and Stylistic Trends in Advertising Across Anglophone, Francophone and Lusophone Markets in the 21st Century
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Abstract
The main aim of this paper is to investigate the linguistic and stylistic trends in advertising across Anglophone Nigeria, Francophone Benin Republic and Lusophone Mozambique. The research employs qualitative, sociolinguistic and comparative analysis of accessible advertisements gathered through social media (Facebook, Twitter, Instagram, and YouTube) from the three regions. The results reveal that advertising in the three countries reflects cultural values, with overlaps in linguistic strategies and stylistic devices reflecting the social, cultural and economic contexts of each country. The essential contribution of this research is to unveil the dynamics of multilingual and multicultural advertising in a globalized digital landscape.
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