INDIGENOUS LANGUAGE AND MTN RADIO YORUBA ADVERTISEMENT: A STUDY OF ADULT RESIDENTS OF OLORUNDA COMMUNITY, IBADAN, OYO STATE, NIGERIA

Abstract

The use of indigenous language by companies in providing information and cognizance to people has become a necessity. It is therefore important to understand the effectiveness of the use of indigenous language in relating with people who reside in rural communities via radio as a means of communication through advertisements. The study therefore investigated the effectiveness of indigenous language of MTN Radio Yoruba advertisement in Olorunda community in Ibadan, Oyo state. The study made use of MTN because it is a non-indigenous company and also the leading telecommunication network provider in Nigeria. The study was anchored on the message learning theory. The survey design was used as the research method, questionnaire and interview guide were used as instruments for data collection. The population of the study was MTN subscribers that reside and work in Olorunda community. A sample size of 100 adult respondents was selected. An in-depth interview was conducted with the Trade Marketing Consultant of MTN, Ibadan. Findings revealed that 85.4% of the respondents are aware of MTN radio Yoruba advertisement. Findings also revealed that many of the respondents remember the feature of the advertisements. This study, therefore, recommended among others that Continuous research and evaluation would provide an edge in building and maintaining a relationship as organisations would be fully equipped with the community’s information and know how to relate with them. This way they would be part of the development of indigenous communities and would be fully aware of the evolvement of the people and the community as a whole.