Radio Advertisement and Yoruba Oral Genres

Abstract

This study examines Yoruba oral literature as a medium of expression in advertising, with the focus on the vocal techniques in which the adverts are presented. Data collected from radio stations were transcribed and analysed using the sociological approach and aesthetic theory initially discussed in the article. The study reveals aesthetic elements and the pivotal role that oral genres play as a powerful tool for communication and commercialisation among the Yoruba people. In radio broadcasting, oral literature also serves as a way of educating the public to preserve Yoruba orature.