The goal of advertising is the persuasion of a customer of the merits of a particular product or service. Whatever the strategy advertisers employ in order to influence the consumer, language is the main carrier of the message. Among the components of advertising (visual images, words, logos, brand names, graphic designs and so on), words play a key role since by them the audience is able to grasp the advertising message (Dyer, 1982; Nga, 210) . In advertising, copywriters use English words to project the product or service they are bringing to the audience's attention in the most attractive fashion. Copywriters use English quite distinctively; they sometimes employ the descriptive style of writing to present their messages. The rationale is that description makes the information more intriguing and engaging for the audience. The primary objective of description in advertising is to frame an image of a product in the minds of the consumer through sufficient details and allow them to experience the product through their five senses. Description in advertising creates a dominant impression, an overall attitude, mood or feeling about a product or service. In the current paper, the writer has analyzed the descriptive elements in the English used in an advertising text in a newspaper in Ghana. The theoretical framework that was adopted was Fairclough's (1992) ThreeDimensional Model Theory and the qualitative research design was employed for the study. The descriptive features that were realized in the selected advertisement (henceforth advert) were sensory details, figurative expressions, modifiers and picturesque vocabulary. The description of the advertising text was effective, in that, it left the reader with a clear impression: a craving for the Castle Milk Stout alcoholic beverage that was advertised..

Little is known about persuasive effects of figures of speech in the English of advertisements in Ghanaian press. In the current study, we focused on this persuasive effect of figures of speech in the English employed in advertisements in newspapers in Ghana. Since advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion, it is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Therefore, language plays an indispensable role in the transmission of the message. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. The study reported about in this article was underpinned by the Conventional Figurative Language Theory, utilizing the qualitative content analysis approach as the analytical framework. The findings revealed that copywriters of the Ghanaian newspapers employed English figures of speech (tropes and rhetorical figures) in advertisements for persuasive effect.

Advertisements are fashioned in diverse forms, but in most of them, language is absolutely essential. Although visual images, graphic and color designs and other techniques constitute aspects of print advertising, it is the language of the advertisement that enables consumers to identify a product and remember it. Indeed, language has a powerful influence on readers and their behavioral patterns. The English Language is employed in the print media in Ghana as a means of communicating information about goods and services with the goal of persuading the consuming public to take purchasing decisions. In the current article, I applied Aristotle’s Rhetorical Theory to the analysis of persuasive elements in the English used in advertisements in Ghanaian newspapers. The qualitative research design was employed in the study as the corpus was solely from written documents. The findings of the study demonstrated that copywriters in the Ghanaian print media employed Aristotle’s three artistic proofs, namely, logos, pathos and ethos in the English of advertisements for persuasive effect.

Abstract-The current study focused on the effect of interpersonal relationship on code choice in discourse situations in the university community of Cape Coast. The study also looked at the nature of the linguistic situation and the kinds of code choice in the university. It revealed that the university community of Cape Coast is multilingual and the kinds of code choice are: unmixed codes, code mixing and code switching. The research target population comprised: students, lecturers and the non-academic staff. The present study employed a sociolinguistic approach and it was conducted within the framework of ethnography of speaking and sociology of language. The study also adopted the ethnographic research design and the instruments used for data collection were: observation, questionnaire and interview. The findings of the research revealed that the interpersonal relationship between participants in discourse defined by age, sex, rank, level of education and ethnicity affected code choice.

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