International Journal of Language & Linguistics

Stylistic Ideology: Building Images in Advertising Language in the Brewery and Communication Industries in Cameroon
SEINO Evangeline Agwa Fomukong

Abstract
For communication to be complete, there is supposed to be an encoder, who is the source of the message, a channel through which the message is transmitted and a decoder who receives and interprets the message. One of the discourse types in communication is the advertising discourse in which the advertisers design their advertisements with a demonstrated consciousness of the psychological, social, political, economic, cultural, environmental, and linguistic contexts of the setting where the advertisement is to be displayed. The advertisement becomes a representation of the advertiser’s perception of the audience’s world or dream world. The audience’s ideological perception of certain aspects of life, their experiences, or what they will like to experience become what the advertisement thrusts on their sensibilities. This study looks at the ways two brewery and two communication companies in Cameroon propagate their ideologies in advertisements on billboards, banners, posters and mobile phone messages.

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