A Rhetorical Analysis of the Discourse of Advertising Herbal Medicine in Southwestern Nigeria

Abstract

This paper examines the persuasive strategies of advertising herbal medicine in southwestern Nigeria. With recourse to the rhetorical model of analysis, the article identifies and discusses the propaganda techniques/rhetorical strategies in the discourse relative to the herbal medical practitioners' ideological perception of trying to project modern-day herbal healing in Africa as an alternative to that of the failing synthetic drugs of western medical practice. Although the social practice of advertising herbal medicine is culturally based, this study reveals that there are no significant culture-specific strategies of advertising in the data sampled, as the communicative strategies generally fit in with the prefabricated style of advertising discourse. In view of the fact that the advertising genre like other areas of public life is a site of struggle over meaning, the study takes a critical look at the instances of the advertisers' tendency to abuse meaning in language by making certain advertising claims which there is no objective evidence to back up.