The language of Akan herbal drug sellers and advertisers
This paper addresses the language and pragmatic strategies used by Akan herbal drug sellers to persuade would-be-buyers. It adopts the theoretical framework of Weigand’s Mixed Game Model (MGM) and defines persuasion as a variable of competence-in-performance, and language use as the basis of dialogic interaction. It investigates how sellers employ politeness, honorifics, humour, digression, personification, proverbs, metaphors and hyperbole in dialogic action games. The herbal drug sellers are grouped into three: (a) those normally plying on Ghana’s major roads and at bus stations, (b) those who are on radio and TV and (c) those who advertise on radio and TV. We will discuss excerpts of five recordings in the Akan language and translated into English.
Keywords: Akan, mixed game model, persuasion, advertising, rhetorical strategies, commissives, directives
Published online: 27 November 2017
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