EFFECTIVENESS

In the competitive market of goods and services, language plays a pivotal role in attracting the target audience, customers and residents within the Benin metropolis. It is against this backdrop that the study assesses the effectiveness of the use of Pidgin English language by brands in the promotion of their products and services among residents of the Benin Metropolis. Through a comprehensive approach incorporating quantitative surveys, data were collected from the residents of Benin metropolis. Findings revealed that the use of Pidgin English in advertisements by some brands
seem more persuasive than advertisements made with the standard English language within the Benin Metropolis. Based on the findings, the researcher concluded that the adoption of the use of Pidgin English by brands to reach out to a wider audience and also make relatable advertisements would resonate with the target audience experiences in order to capture their attention and make more sales