Abstract
Language is the use of arbitrary vocal symbols by means of which a social group cooperates ( Bloch and Trager,1942:1). It is the medium through which communication carried out. The different context in which language is used has a way of influencing it hence the unique and special usage that is demanded of language user.
Apart from language being transactional it is also functional. It is used to either pass information or maintain relationship between interlocutors/participants. The context of language use could be in the domain of medicine, physics, sociology or advertisement. Language used in advertisement is usually to inform, persuade, entice or educate potential consumers about the benefits of the particular product. Language is a channel of interaction between the seller and the buyers of the product. In order to effectively carry out the rationale behind the expressions, morality, lexical borrowing, coinages etc. to add life to their adverts and appeal to the emotions of buyers or users of the products.
The modern world is replete with different sorts of advertising from the most sophisticated signage associated with technological advancement employed by the rich corporations to the placards used by the poor business owners. Language is the sole vehicle of the persuading messages of these advertising agencies and business owners.
The business or product advertised ranges from small scale business to multinational companies, sales of cars to sales of traditional medicines etc. All of these companies of business use language in special and unique ways. It is this unique use of language in the advertisement of traditional medicines that will be examined in this research work.
