| Title: | Strategic Implications of Cultural (Non-) Accommodation in Yorùbá Language Billboards in Ibadan, Nigeria |
| Author(s): | KAMORU AREMU SALAUDEEN, KAZEEM ARISEKOLA OLALEYE &ODUKUNLE ADEBAYO ATEWOLARA-ODULE |
| Abstract: | This study examined the impact of orthographical errors, incorrect tonal marks, and missing diacritics in Yorùbá-language billboard advertisements in South-western Nigeria. Framed by Communication Accommodation Theory (CAT), it analyses how such linguistic inaccuracies diverge from audience competence, affecting comprehension and brand perception. Using a qualitative approach, data was collected via content analysis of ?awed billboards in Ibadan and focus group discussions with native Yorùbá speakers. Findings reveal that these prevalent errors cause semantic ambiguity, signi?cantly hindering clear communication and negatively impacting perceived brand professionalism and cultural authenticity. The research underscores the necessity for linguistic precision in Yorùbá marketing communications, providing a framework for advertisers and regulators to enhance message effectiveness and cultural resonance. |
| Keywords: | Yorùbá Orthography, Billboard Communication, Cultural (Non ) accommodation, Linguistic Inaccuracies, Cultural (Non-) accommodation, meta-communicative, Yorùbá Language. |
