Language Communication And Marketing: Contextualising the Rise of Sheng’ Language in Advertising Platforms in Kenya

Abstract

Commercial advertisers have turned to an extensive use of Sheng’ to market their products. The entrepreneurial class in Kenya has now woken up to the economic advantages that Sheng’ presents as the language of the youth. This paper first discusses the distribution and spread of Sheng’ in Kenya, and secondly, it shows the need for use of Sheng’ in marketing communication. The paper finally concludes by suggesting ways in which language spread can be a useful element to society and by showing how Sheng’ can be incorporated in advertising without compromising the communication objectives and negatively impact on society.