Тип публикации: статья из журнала
Год издания: 2023
Ключевые слова: Bantu, Cigogo, modernisation, language of advertisement, language policy, indigenous languages, AFRICAN languages
Аннотация: In 2017, TTCL, one of the leading providers of telecommunication services in Tanzania, launched an unusual advertising campaign. Its content was culturally and linguistically localised targeting large ethnical groups of Tanzania (Wasukuma, Wagogo, Wanyakyusa, Waluguru people). Billboards were placed in major cities where these ethnПоказать полностьюic groups are found. The billboards showed traditional and modern-day activities typical for the regions, accompanied by greetings in the respective indigenous languages. In this way, TTCL planned to create an awareness of their services, to acquire new customers, and to link the use of their services and patriotic feelings. This study analyses the ways 48 Wagogo persons decoded the information from the billboards found across the capital city Dodoma and interpreted the intended message. It measures the effectiveness of the advertisement and estimates the effects that the use of Cigogo had on native speakers. The methods used are a questionnaire and a semi-structured interview with subsequent statistical analyses of the data (1-sample proportions test with continuity correction and Pearson’s chi-squared test).
Журнал: Language in Africa
Выпуск журнала: Т. 4, № 1
Номера страниц: 86-102
ISSN журнала: 26868946
Место издания: Москва, Санкт-Петербург
Издатель: Институт языкознания РАН, Музей антропологии и этнографии им. Петра Великого (Кунсткамера) РАН