A Semantic Analysis of Selected Billboards in Lagos State

This study examines the semantic dimensions of commercial billboards in Lagos State, Nigeria, focusing on denotative, connotative, referential, and componential meanings. Twenty billboards were randomly selected from high-traffic urban areas and analyzed using referential and componential theories of meaning. Findings reveal that billboard language employs simple vocabulary for immediate comprehension, with common nouns predominant and lexical items carrying deeper connotative layers that enhance persuasion. Proper nouns consistently denote product brands. The analysis highlights semantics as a vital tool in outdoor advertising, influencing consumer perception and response. Recommendations emphasize maximizing linguistic precision for optimal impact.