International Journal of Contemporary Research in Multidisciplinary

Introduction:

Advertising conceived as one form of communication is as old as man. It is the tool which advertisers use to persuade consumers at the point of buying (Sandage, Frouburger and Rotzol, 1997). Literature, especially the concept of style and diction is a very prevailing and unique tool in advertising and mass media generally. John Kennedy (1864-1928) sees advertisement as a major strategy seen as statesmanship. They are Deliberately designed to inform, motivate and stimulate buyers or targeted group in the public with a view of getting their attention and corresponding patronage. The concept of the Affective Fallacy becomes applicable in this excursus in view of the fact that a good advertisement basically flourishes and thrives or even succeed base on sentiments, psychology and emotions. These factors in several occasions give pleasure which all boils down to how one is able to convince the targeted audience either negatively or positively. The attempt to advertise or as the case may be, to promote, persuade or convince to stimulate or enhance patronage has existed ab initio and has evolved over the years, as such, it has led to the easier and quicker dissemination of information on products, ideas and services across the globe since the world itself has been reduced to a global village through technology. This corroborates Vivian U. Vincent (2022, 1) thus: “Advertising is dynamic in nature, the only constant thing in life is change, therefore, as the society, and event changes, so advertising messages change from time to time as the events unfolds….their ads messages match with the current trend in the society”