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The voices that captivate: Sonolyrical influence in Broadcasts, Movies and Oratures

Professor Olusola Oyero

Anchor University, Lagos

Keynote Address @ 4^th Annual Conference of the Association of Phoneticians and Phonologists in Nigeria-Marketing by the Word-of-mouth: Phonological Nuances in Broadcasts, Movies and Oratures, 22^nd May,2024 Lead City University, Ibadan, Nigeria

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Opening

Intersection between language and commerce

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Outline

Introduction
Persuasion and Marketing Communication
The Power of Sonolyrics
Beyond the Lexicon: Broadcasts

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Outline Contd.

The Cinematic Symphony-Movies
The Enduring Power of Oratures
The Ethical Considerations
Conclusion and Critical Questions

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Sonolyrics, Sonolyrical, …

Sono- from the Latin "sonus" meaning sound, referencing phonetics and the physical aspects of sound.
Lyrics from Greek "lyrikos" which incorporates melody, rhythm, and meaning, reflecting the role of prosody.

Introduction

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Word-of-mouth:
Foundation of social connection and economic activity.
A form of free advertising.
Enduring fundamentals of word-of-mouth.
Word-of-mouth as the foundation
Harnessing sonolyrics for effective marketing.

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Persuasion: The Goal of Marketing Communication�

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Marketing communication uses appeals

Musical appeal
Sexual appeal
Humour appeal
Rational appeal
Fear appeal
Emotional appeal
Social appeal
Romans appeal
Scarcity appeal
Adventure appeal
Etc.

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Sonolyrics act as amplifiers, shaping how the message is perceived and how well it resonates with the target audience

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The Power of Sonolyrics: Captivating Consumers Through Spoken Languages

Memorable jingles and slogans
Powerful delivery in voiceovers and podcasts.
Building brand identity through sonority.
Effective sales pitches and customer interactions
Dialects and multilingual marketing campaigns.

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Code-switching and Pidgin

Eleyi gbo’po, ten, ten, naira sokoleti [This is very surplus, ten, ten, naira chocolate]
E ra tutpesi, e gba’ke [Buy toothpaste and receive plastic].
Oyinbo je’gbese, five, five, naira t-shirt- [White men have gone bankruptcy, five, five, naira t-shirt].

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Yawa don gas! Talk & text plenty for Less Money! (The gist is serious! Talk and text a lot for less money!)
Mama relax! New wash masta detergent go wash your pickin clothes clean & shiny! (Mom relax! New wash master detergent will wash your children's clothes clean and shiny!)
Man no fit live by bread alone! Try our abeg hot & spicy burger! (man cannot live by bread alone! Try our very hot and spicy burger!)

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Beyond the Lexicon: Strategies in Broadcast Media�

Phonetic choice contributes to the art of persuasion.

Clarity and Engagement
Pronunciation: Ensures message understanding
Intonation and Rhythm: Engagement & influence flow and impact of the message

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Connecting with the Audience
Code-switching and Borrowing: cultural awareness and more relatable content.

Paralinguistic Features: sighs, gasps, and laughing elicit strong feelings from the audience and foster a sense of connection

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Conveying emphasis and emotions
Pacing and intonation: pitch variations convey emphasis, emotions, and guide listeners through the information.
Connection and brand perception:
Onomatopoeia and sound symbolism are acoustic representations.

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The Cinematic Symphony: Storytelling in Nigerian Movies�

Celebrated for its storytelling prowess.
They are a testament to the power of spoken word.
Enriched by their mastery of phonetics—dialects, accents, and linguistic rhythms.
Enhances their performances and helps viewers get fully immersed in the story.

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Character Portrayal and Social Identity:
Accents and Dialects: show background, social class, and education.

Code-switching and Borrowing: reveal their social circles and cultural affiliations.

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Humour and Emotional Impact
Emphasis and Intonation: Delivery of lines, including emphasis and intonation, can dramatically alter their meaning.
Paralinguistic Features: Non-verbal sounds like sighs, laughter, and gasps add layers of meaning.

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World-building and authenticity
Accents and dialects: can transport viewers to a specific location or time period.
Using phonology to create realistic accents adds a layer of authenticity to the film's world.
Imagine a historical drama without period-appropriate accents – it would feel less immersive.

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The Enduring Power of Orature and Social Transmission�

Embodies Nigeria's ancestral wisdom and cultural heritage and have served as repositories of knowledge and cultural values for generations.
They are imbued with phonological patterns that evoke a profound sense of continuity and identity.

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Mnemonic Devices and Retention
Rhythm and Rhyme: aid memorization

Tonal Variations: pitch variations change word meaning. Emphasize key points or create dramatic tension within the narrative

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Emotional Impact and Audience Engagement
Intonation modulation: evokes strong emotions in their listeners and keeps the audience interested.
Sound Symbolism: Sounds have inherent meanings. Strong consonants can be used to convey fury, whilst vowels can be used to convey peace. This gives the listener a deeper level of comprehension.

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Igbo proverbs often rely on wordplay and rhythmic delivery for impact.

Yoruba storytellers might mimic animal sounds or use dramatic pauses to create a vivid picture in the listener's mind

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The Ethical Considerations

Transparency
Genuine recommendations
Authentic storytelling.

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Conclusion

Exploration of Sonolyrics and word-of-mouth marketing in Nigeria reveals a symphony of endorsements.
Brands can create narratives that captivate audiences and encourage natural brand advocacy using orature.

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Sound and language converge in advertising to create a powerful influence on consumers.
They also convey emotion, create mood, catch attention, aid memorability, and make for better engagement.

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Vital Questions

How do linguistic features such as tone, rhythm, and accent influence audience perception and brand identity?
How do storytellers leverage oral traditions to craft persuasive narratives that resonate with consumers across diverse linguistic backgrounds?

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Vital Questions Contd.

How do Nigerian broadcasters utilize phonological strategies to engage audiences and convey messages effectively? We can explore the specific techniques employed by broadcasters, such as accent, intonation, and rhythm, sheds light on their role in capturing attention and building rapport with listeners.

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Vital Questions Contd.

In what ways does phonological storytelling enhance the emotional impact and cultural resonance of Nigerian cinema? We can examine the use of phonetics in film narratives in order to understand how linguistic choices contribute to audience immersion and the enduring popularity of Nollywood.

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Vital Questions Contd.

What is the significance of phonological patterns in preserving Nigeria's oral tradition and cultural heritage? Investigating the phonological legacy in Nigerian orature reveals insights into the mnemonic power and emotive resonance of oral narratives, highlighting their importance in cultural continuity.

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Vital Questions Contd.

How can marketers leverage phonological nuances to craft authentic, resonant messages that connect with Nigerian consumers?

How can we objectively measure the impact of prosody on factors like persuasion, memorability, and emotional connection?

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Vital Questions Contd.

Can we develop tools to analyze and optimize prosodic delivery for different communication contexts?
With the rise of artificial intelligence, how can we incorporate prosody into AI-powered communication to make it more natural and engaging?

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Thanks for listening