is of Language of Advertisement of Traditional Medicine in Two Popular Markets in Zamfara State, Nigeria
It is very clear that Traditional medicine (TM) may be dangerous to the body of its consumers due to the inadequate knowledge on proper dosage in its administration and the danger of the ingredients used in its production. Despite that, the sellers make a lot of money in its business. This is because many of the target customers especially in the rural areas are easily convinced and attracted by its sellers as a result of the style used in advertising such products. This research takes a look at the style of language used in such business on market days in Talata Mafara and Shinkafi local governments. Talata Mafara and Shinkafi markets are popular not only in Zamfara state but also in the country as a whole. They both operate once in a week and attract large turnout of people both from within and outside the state and even from the neigbouring countries. Traditional Medicine sellers (TMS) use attention orientation, identification focus, prevention focus, resultant focus and strategy focus as strategies for their advertisements. They also use Qur’anic quotations to attract attention because the majority of the customers are Muslims in the study areas. The data were collected through field trip by tape recording the advertisements of such products on four market days in the study areas and was analysed using the Critical Discourse Analysis (CDA) framework. Hausa language is used by the sellers in the adverts and this is because it is the native language of the majority of the inhabitants in the study areas. It shows that, despite the danger attached to the use of TM, people patronise it in large quantity for medical treatment.
Keywords - herbs, language, sellers, style of advertising, traditional treatment.