[Commlist] New book: Marketing Communication in African Languages

Edited by Abiodun Salawu and Kehinde Oyesomi

This edited volume considers the use of African languages for marketing 
communication. The importance of an indigenous language stems from its 
benefits, which include increased comprehension and a sense of resonance 
among the target audience, which makes it more memorable as opposed to 
foreign languages.
Chapters in the book variously examine African traditional advertising 
and marketing; popular culture as a channel for advertising and 
marketing; political communication, advertising and marketing; 
commercials and public relations in African languages; as well as 
branding, corporate and public communication in African languages. The 
use of African languages for marketing communication is considered on 
the traditional mass media and the digital media. Readers will gain a 
lot of insights into the theory and practice of marketing communication 
in African languages.
*Table of Contents*

Introduction: Marketing Communication In African Languages

/Abiodun Salawu and Kehinde Oyesomi/

Section A: African Traditional Advertising and Marketing

1.   Advertising and Marketing in Traditional Yoruba Society in Nigeria

/Yemisi Omolola Ilesanmi/

Section B: Language Arts, Popular Culture, Advertising and Marketing

2.  Becoming a Local Brand: Coca-Cola, Indigenous Languages and Evidence 
of Intimate ‘Glocalisation’ Among Young Africans in Nigeria and South Africa

/Olutobi Akingbade and Harry Dugmore/

3.  Using Akan Language to Persuade in Digital Spaces: An Analysis of 
the Demand and Supply YouTube Channel

/Abena A. Yeboah-Banin, Nicholas S.-D. Asante, Michael Etrue, Rachel G. 
A. Thompson, Clement K. I. Appah,/ and /Modestus Fosu/

4.  Language Hierarchization in Marketing and Advertising: An Analysis 
of E-Advertisements from Zimbabwe’s Mobile Network Operators

/Believe Mubonderi/ and /Tavengwa Gwekwerere/

5.  Indigenous Marketing Styles in the Lyrics of Yoruba Popular Music 
Artists

/Olayinka AbimbolaEgbokhare/, /Israel Ayinla Fadipe,/ and /Adeola 
Obafemi Mobolaji/

Section C: Political Advertising, Marketing and Communication

6.  (De)Marketing Political Products: An Analysis of the Branding of 
Malawian Political Leaders in Indigenous Languages (1964-2023)

/Alick Kadango Bwanali, Jean Josephine Chavula-Hara, /and /Ahmmardouh Mjaya/

7.  Negative Political Advertising and the Entrenchment of Gender Norms 
in Indigenous Language Political Communication

/Ganiyat Tijani-Adenle/ and /Abiodun Salawu/

8. /“Tsotsitaal”:/ A Political Marketing Strategy by South Africa’s Main 
Political Parties /Mopailo Thomas Thatelo/

9.  Political Marketing, Persuasion and Oratorical Whiz of Former 
Bophuthatswana Leader Lucas Mangope

/Gilbert Motsaathebe/

10.  Advertising Robert Mugabe in Indigenous Languages: Readers’ 
Perspectives of Born Crew’s Get Connected

/Jennings Joy Chibike/

11.  Indigenous Jingles in Political Messaging: Analysis of Yoruba 
Language Jingles in Nigeria’s 2023 Presidential Election on Selected 
Radio Stations in South-West Nigeria

/Olanrewaju J. Ogundeyi, //Nureni Aremu Bakenne, //Tshepang B. 
Molale,/ and /Abiodun Salawu/

12.  Perceived Influence of Indigenous Languages in Political 
Advertising during the 2023 General Elections among Residents of 
Ado-Odo/Ota Local Government, Ogun State, Nigeria

/Babatunde Adeyeye/ and /Abiodun Salawu/

Section D: Commercials in African Languages

13.  Using Indigenous Language Radio Advertisements to Build Brand 
Loyalty and Product Marketability of Selected SMMEs in South-West Nigeria

/Olanrewaju J. Ogundeyi/ and /Tshepang B. Molale/

14.  Reimagining Epistemic Decoloniality of Commercial Radio Advertising 
through African Languages for Sustainable Development in the Digital Age

/Fulufhelo Oscar Makananise/

15.  Indigenous Language and Global Communication (Glo) Radio 
Advertisement in Igbesa Community, Ado-Odo Ota, Ogun State, Nigeria

/Kehinde Oyesomi, Evaristus Adesina,/ and /Babatunde Adeyeye/

16.  An Analysis of The Use of Indigenous Language in Radio Advertising 
on Social Media: A Case Study of Motsweding FM

/Edgar Julius Malatji and Mamohlotlo Melbonia Mothiba/

17.  Gender Representation Using Indigenous African Languages in South 
African Television Advertisements

/Shumani Eric Madima/

Section E: Public Relations

18.  Decolonising Public Relations Education in South Africa: A Case of 
the Lemba People

/Sefoloko Vhangani Mabada/

19.  A Public Relations Perspective of “/Emi lo kan/” As An Indigenous 
Political Marketing Slogan of All Progressive Congress Presidential 
Candidate in the 2023 Nigeria General Elections

/Oludare Ebenezer Ogunyombo/ and /Olanrewaju Olugbenga Akinola/

Section F: Branding, Corporate and Public Communication

20.  ‘My Language, My Brand’: Reflections on /Oko Oloyun’s/ Exclusive 
Yoruba Language for SME Branding

/Akintayo Adesoji Ogunsanya, Jendele Hungbo,/ and /Abiodun Salawu/

21.  An Analysis of The Use of Indigenous Languages in Corporate 
Communication at The North-West University

/Mamohlotlo Melbonia Mothiba and //Edgar Julius Malatji/

22.  The Use of African Languages in China's Brand Advertising: 
Revisiting the Localization and Standardization Debates

/Yowei Kang/ and /Kenneth C.C. Yang
/

//

For 
information: https://www.routledge.com/Marketing-Communication-in-African-Languages/Salawu-Oyesomi/p/book/9781032852638?srsltid=AfmBOooqvj3jQ1PtPLNbHH75CRHgCDC7fwF6eNVS3wWtaq3YpSXnQt_G


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