Date of Award

2010

Thesis Type

Masters

Document Type

Dissertation

Divisions

Faculty of Languages and Linguistics

Department

Department of English Language

Institution

Universiti Malaya

Abstract

Radio advertisements are very much part and parcel of our daily lives. Radio is ubiquitous and free. Technology has come a long way as radio is also available to its listeners via the Internet and even on television. Owing to the flexibility and availability of radio, radio advertisements increase the selling power of products, services and so on. Literary devices are not restricted to literary materials. They can be found in non literary materials such as advertisements. For the purpose of this research, two radio stations, hitz.fm and mix fm were identified as they share similar target audiences. Advertisements from both radio stations were recorded. After a few methods of elimination, the remaining 30 radio advertisements were analysed. Three aspects were investigated. Firstly, evidence was presented on the existence of literary devices in Malaysian radio advertisements. Next, the frequency of certain vocabulary was analysed. Finally, the frequency of verbs and adjectives found were compared to the findings of Leech (1966). This research showed that there are literary devices in Malaysian radio advertisements. It also provided a detailed breakdown on the frequency of usage of verbs, adjectives and certain words identified by the researcher that can be found in the data. Although there are similarities, most of the frequently used verbs and adjectives are different from those listed by Leech (1966).

Initial

khm

Additional Information

Dissertation (M.A.) – Faculty of Languages and Linguistics, Universiti Malaya, 2010.

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