Kenyatta University School Of Humanities And Social Sciences Department Of English And Linguistics

Advertisements assume an important role as they introduce products and services to consumers. They are often considered by marketers as the ground-breaking informants on any new products and services to target consumers. They take a particular stance in relation to the products they parade. This study was motivated by the fact that in spite of the fact that Gĩkũyũ adverts are on radio, television and other channels of communication, advertisements from Inooro radio have not been studied with regard to their rhetorical structure. All texts are said to have a structure and the question that begs to be answered is what the structure of Inooro FM radio advertisements is. Based on the Rhetorical Structure Theory, this study focused on the structure of Gĩkũyũ radio advertisements. This study outlines rhetorical relations and their application to Gĩkũyũ advertisements. The researcher further studied the use of language with a view to describing the persuasive strategies advertisers in the Inooro FM radio exploit and the logical connectors that enhance the interaction between the text and the audience. The advertisements were selected from Inooro radio station. In terms of research organisation, Chapter one of the project gives the background of the study, the scope and limitations as well as the motivation for the study. Chapter two shows what other studies have done on rhetorical analyses and thus clearly show the gap this study seeks to fill. Further, the part discusses the Rhetorical Structure Theory, its tenets and applications and show how it applies to this study.  Chapter three covers the methodology in terms of data collection and analysis. A descriptive research design was used. Data are presented in form of words to describe the findings in Chapter four. Seven advertisements from Inooro radio station were purposively selected for analysis. The data collected was grouped into tables and described using words.