A Pragmatic Analysis of Slangs in Nigerian Social Media Advertising

Abstract

This study investigates the pragmatic functions of social media slang in Nigerian digital advertising, focusing on how these expressions shape consumer engagement and brand perception. The objectives are to analyze how slang functions pragmatically in ads and to evaluate its impact on brand relatability. Guided by pragmatic theory and relevance theory, this research adopts a qualitative eclectic approach, using purposive sampling to select 21 ads, 7 each from Facebook, Instagram, and X. Findings reveal that slang terms like “Awoof” (bonus or freebie) play significant roles in establishing cultural resonance, positioning brands as both modern and relatable. Pragmatically, slang builds rapport, fosters a sense of community, and conveys authenticity, making ads feel conversational and appealing to the local audience. By using familiar language, brands strengthen audience connection, enhance relatability, and encourage consumer loyalty. The study concludes that strategically incorporating social media slang can effectively deepen brand- consumer engagement, presenting brands as culturally relevant and responsive. Recommendations encourages advertisers to monitor trending slang terms and avoid using outdated language that might make the brand appear disconnected from the audience.