Garuda - Garba Rujukan Digital

Bazili Evarist Bamuhiga

Sokoine University of Agriculture

Author-ID : 5347187

Arts Humanities Languange, Linguistic, Communication & Media

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A Linguistic Analysis of Mobile Phone Companies’ Slogans: A Case of Vodacom and Tigo in Tanzania Peter Rabson Mziray; Bazili Evarist Bamuhiga
Journal of Language and Literature Vol 21, No 1 (2021): April
Publisher : Universitas Sanata Dharma

This paper presents findings of a Linguistic Analysis of Mobile Phone Companies’ Slogans: a case of Vodacom and Tigo in Tanzania. It specifically aimed at analysing linguistics forms used in constructing mobile phone companies’ slogans and examining the type of illocutionary acts portrayed by the slogans. A total of 25 slogans were collected from online websites of the Tigo and Vodacom mobile phone companies using documentation method and analysed using content analysis. The findings indicate that slogans from mobile phone companies mostly use sentences and, in some instances, phrases and words. Also, the findings revealed that the dominant illocutionary speech acts embedded in the slogans is assertive which intends to change the beliefs of the customer. The other illocutionary speech acts identified are directive which requires the customers to take action in regard to the services and products advertised; and commissive which shows a promise for better services and products for opting customers. Conclusively, mobile phone companies prefer to use sentences and, in few instances, paired phrases to construct the slogans. The constructed slogans largely portray assertive acts which are complemented by commissive and directive acts. The complementation is what makes mobile phone companies have more than one slogan for communicating a complete intended message.

Collocability of Mental Capacity Evaluative Adjectives in Current English Bazili Evarist Bamuhiga
Journal of Language and Literature Vol 19, No 2 (2019): October
Publisher : Universitas Sanata Dharma

The study was conducted to investigate the collocability of mental capacity evaluative adjectives in current English. In English people have been and are still describing each other. This description goes hand in hand with giving value to other people especially on the intelligence of a person. In English language, this function is fulfilled with the use of a number of devices one of which is evaluative adjectives, more specifically evaluative mental capacity adjectives. However, the understanding of the way these adjectives are used to convey a given value in a given particular context is limited. Thus the current study contributes to this limited knowledge by exploring how this device is used by looking at collocability of such adjectives. The study was guided by a major research question namely: What nouns do positive evaluative mental capacity adjectives collocate with? The study was a corpus-based study and the data were extracted from British National Corpus. The analysis is based on five positive adjectives namely bright, intelligent, sharp, clever and smart. In the analysis, both qualitative and descriptive statistics techniques were employed. The findings show that the studied adjectives collocate with nouns of particular human reference or related to human cognitive actions or parts of human body. Thus three general categories of nouns that collocate with these adjectives are common nouns, proper nouns, and pronoun.

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