2025/04/02 by Amani Lusekelo, Lusekelo, Amani
Arts and Humanities · Social Sciences · #African history and culture studies #Multilingual Education and Policy #Postcolonial and Cultural Literary Studies
paper · doi:10.18716/ojs/aaeo/2010_3544
openalex created_date 2017/12/04 · openalex publication_date 2025/04/02 · openalex updated_date 2026/07/01
This work articulates the relationship between the choice of the vocabularies, their morphophonological modifications and the anticipated meanings in the language of commercial advertisements in Tanzanian Swahili newspapers. An eclectic approach that makes use of the Textual Analysis Approach and Lexical Morphology Theory brings into light important facts. For instance, apart from the use of standard Swahili, there is a good deal of English loan words which either undergo Swahilization morphologically or keep the original forms. Also, the intended meanings are captured by the intended audiences by, among others, the age and level of education of the newspapers’ readers. The contribution herein is that there is a link between the designed morphology of the words and the interpretation captured, at least in the language of commercials.