LANGUAGE, COMMUNICATION AND MARKETING: CONTEXUALIZING THE USE OF SHENG LANGUAGE IN ADVERTISING IN KENYA.
Abstract
This paper discusses the impact of Sheng language on advertising and marketing in Kenya. The
paper observes the evolvement of Sheng as a language in Kenya and its growing importance in
advertising and marketing. I will use secondary data to shed more light on the use of Sheng
language in advertising in Kenya to contribute to knowledge and awareness on the issue. While
at first Sheng was dismissed as a language of the lowly, underprivileged urban youth, it has
grown to a language of commerce, social discourse, and politics. This has made advertisers
realize that they just have to embrace it to reach the youth who are the potential and actual
consumers of goods and services. With the population of youth estimated at 60%, it is a segment
that advertisers cannot afford to ignore. The youth represent a significant demographic; -well
educated, high spending and care-free. Their consumption habits are exploited by advertisers and
marketers to tap them using the Sheng language with simple, catchy and memorable messages.
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