Aesthetic Features of Code-Alternated Expressions in Nigerian Radio and YouTube Advertisement Jingles

The language of advertisement is a stylistic and creative one that contains different aesthetic features that enhance an easy, captivating and effective conveyance of the intended messages about products and services to the public. The overall objective of this study is to highlight the aesthetic features of the code-switched and code-mixed expressions in the selected Southwestern Nigerian Radio advertisement jingles and YouTube advertisement jingles and discuss their implications for language use in a second language environment. Specifically, the study examined the different aesthetic features used in the code-switched, code-mixed and tag switched expressions in the advertisement jingles; the functions performed by the aesthetic features; and the implications of these aesthetic features on language use in second language environment. The primary source of data was drawn from 60 code-switched advertisement jingles collected from 30 radio commercials and 30 online advertisements on YouTube. The 30 radio jingles were collected from 12 radio stations in the Southwestern states in Nigeria which are Osun, Oyo, Ondo, Ogun, Ekiti and Lagos. In each of the states, a private radio station and a public radio station were selected. The result showed that 7 aesthetic features were used which are repetition, alliteration, pun, simile, metaphor, hyperbole and personification. The implications of these aesthetic use of language in the code-switched, code-mixed and tad switched expressions is that they enhance the musicality and humour of the expressions; reinforce the emphasis, description, exaggeration and imagination about the advertised products and services and strengthen the memorability and easy recall of the information and make the persuasion of the listeners to patronise products and services effective. It is then recommended that advertisers and marketers should harness the resources of multilingual codes in enhancing creative and effective conveyance of the messages about products and services to diverse categories of listeners in the society.