MANIPULATION AS A MARKETING STRATEGY: A PRAGMATIC ANALYSIS OF BILLBOARD ADS IN LOKOJA METROPOLIS

Language is a necessity in our society which inherently shapes human identity and activities, including commerce. Language makes human different from other species. Its inseparable connection with society emphasises its function as a unique tool that defines interactions and influences perceptions. This study aims to analyse manipulation as a marketing strategy, particularly focusing on selected billboards advertisement in Lokoja Metropolis. This study adopts a qualitative research methodology. The data are interpreted using two theories, multimodality and Adegbija’s Pragmasociolinguistic approach. The analysis of billboard advertisements in Lokoja Metropolis reveals that linguistic and visual strategies, such as multimodal and pragmasociolinguistic elements, are effectively used to manipulate consumer perception and behaviour. These strategies include the use of bold typography, wordplay, and emotional appeals that resonate with the target audience's cultural values and psychological triggers. The study demonstrates that manipulation in billboard advertising is a powerful tool for influencing consumer behaviour, building trust, and driving engagement, particularly when tailored to the local context and audience needs. This study concludes that billboard advertisements in Lokoja Metropolis effectively manipulate consumer perceptions and behaviours through strategic multimodal designs, culturally resonant language, and pragmasociolinguistic cues which are shaped to suite local contexts.