Institution’s Title and Shibboleth: A Construct of Grammatical Relationship in Advertising Plates

Abstract

Institutions are known through the names-cum-titles shown on their signboards, internet websites, letterheads, etc. However, it seems that such cultures could not satisfy the yearning of most organizations. So, they further propagate their core values and traits by constructing short linguistic bursts-cum-contents that can expatiate on what the institutions really stand for and what the consumers situate to gain. This study has explained selected institution’s shibboleths that serve as convincing phrases in order to facilitate the audience’s patronage. The grammatical rank sequence is employed to analyze the catchword. Nominal group and their complexes are observed as prioritized structures deployed to influence consumers. The study shows that (i) institutions are desperate in differentiating their products one from another through linguistic clichés; (ii) it creates awareness for consumers to make a reliable product among the numerous ones in the market; (iii) it indicates the level of language constructs and choices that advertisers can coin to sell their ideas to consumers; (iv) it reveals the value that institutions place on words to influence consumers; (v) it enhances competitiveness that will propel institutions to produce quality products; (vi) it boosts sales and market share; and (vii) it could pave way for new firms to fashion their clichés in new grand styles, having obtained the knowledge of some institutions’ shibboleths. Beside viewing shibboleths as a mark of exalting consumers as kings; it compels linguists to investigate the dynamisms in the lexemic constructs of advertising professionals.

Keywords: Advertising; branding; grammatical rank sequence; institution; shibboleth