The Contribution of The Language Use in The Outdoor Advertisements: Evidence From SMEs in Dar Es Salaam

Abstract

Purpose: This study focused on the contribution of language use in outdoor advertisements through analysis of both linguistics and paralinguistics features.
 Design/Methodology/Approach: An explanatory research design was employed to enable the researcher to integrate both quantitative and qualitative data to explain the contribution of language use for effective outdoor advertisements. Data were collected through observation, questionnaires, and interviews. The sampling technique was stratified where forty outdoor advertisements were identified from four clusters of SMEs: macro, micro, medium, and large enterprises, and 12 respondents for both interviews and 108 respondents for questionnaires.
 Findings: The findings prove that both small and micro enterprises place their outdoor advertisements along the road and near their working place (bus stands), while medium and large enterprises go for billboards and wall painting. Linguistic features found are adjectives, exaggeration, repetition, assonance, slogans, commands, and catchy phrases. While paralinguistics founds were colour, images, names, size, and numbers. The appropriate use of language attract, influence, assure, and encourage customers to act by purchasing, seeking clarity, concentrating, or others. Finally, the study established that language uses contribute to the effectiveness of outdoor advertisements by enabling a message to be well sent to the customers.
 Research Limitation: The researcher found some problems such as unwillingness to respond to the questions which reduced the number of respondents.
 Practical Implication: The findings will encourage SMEs to use appropriate language for better output and customers will have the assurance of the product. 
 Social Implication: This study will add new knowledge to producers, suppliers, and customers.
 Originality/Value: This study assessed the contribution of language use in an outdoor advertisement by focusing on both linguistics and paralinguistic features. The finding provides evidence of the influence of language use on attracting customers to purchase or ignore the product or service.