Publication details [#63621]

Agyekum, Kofi. 2017. The language of Akan herbal drug sellers and advertisers. Language and Dialogue 7 (3) : 360–386.
Publication type
Article in journal
Publication language
Place, Publisher
John Benjamins
Journal DOI


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. This paper discusses excerpts of five recordings in the Akan language and translated into English.