Dutsin-Ma Journal of English and Literature

PRELIMINARY PAGES (TABLE OF CONTENTS)

Aondover Alexis Tsavmbu — 2024-03-01

PRELIMINARY PAGES (TABLE OF CONTENTS)

AN ECOFEMINIST STUDY OF TANURE OJAIDE’S TALE OF THE HARMATTAN AND GILBERT OGBOWEI’S MATILDA

Ayebanoa Timibofa — 2024-03-01

The portrait of a ravished young woman captures the natural
environment of Niger Delta environment despoiled by the activities
of multinational oil companies. In spite of the image of the sexuallyviolated woman as is aptly captured in the ecological engagements of
such poets as Tanure Ojaide, Gilbert Ogbowei and others, available
scholarly essays on their poetry have not focused on the ecofeminists
elements in their collections. These essays have examined different
perspectives, especially; the ecomarxists’ concern. This present paper
therefore, examines ecofeminists manifestations in Ojaide's Tale of
the Harmattan and Ogbowei’s Matila. The Ecofeminism theory
examines the relationship between nature and women. The basic
assumption of this theory is that women and nature suffer the same
fate in a patriarchal society. The study reveals that both poets explore
the deleterious state of the Niger Delta environment from an
ecofeminist perspective. In both poetry collections, both poets
capture the degraded Niger Delta environment through the image of
a ravished woman. It is the recommendation of this paper that more
studies be done the impact of industrial activities on women of the
region.

AN ECOLINGUISTIC ANALYSIS OF SELECTED SPEECHES ON CLIMATE CHANGE BY PRESIDENT MUHAMMADU BUHARI

Samuel Olabode Ajibiye — 2024-03-01

Given the increasing ecological crises in Nigeria, this study
discursively investigates framings in selected speeches on Climate
Change by President Muhammadu Buhari, with a view to revealing
the discursive construal with which human subjects are framed and
projected in relation to environmental issues. The data consist of
Buhari’s speeches on Climate Change from May, 2015 to May, 2022.
The study is undergirded by Stibbe’s theoretical postulations of
‘Stories We Live By’ in ecolinguistics, with a focus on framings. The
findings reveal that President Buhari deployed discursive frames of
ecocentricism, anthropogenesis, anthropomorphism and ecofuturism – discourse structures that project Self-alignment with ecofriendliness. Sampled discursive configurations also reveal that
Buhari explicitly projects leaders of Third-world countries, including
himself, with the frame of mendicant identity, especially in matters
connected with human-to-nature relations. By analysing these
underlying discursive frames, the study argues that Buhari’s discursive
constructions instantiate the intrinsic worth of natural environments
as life-supporting and life-sustaining mechanisms, and are worthy of
immense human considerations. Discursively recognising the
intrinsic worth in nature is thus a ‘story’ deployed by Buhari to place
responsibilities of nurturing, protecting and sustaining the
environments on humans, as parts of the natural world, rather than
advocate asymmetric power relations between human and nonhuman species, and continuing ecological consumerism.

VOCABULARY KNOWLEDGE, CONTENT FAMILIARITY AND ATTITUDE AS PREDICTORS OF STUDENTS’ ACHIEVEMENT IN DRAMATIC LITERATURE-IN-ENGLISH IN SELECTED SECONDARY SCHOOLS IN ONDO WEST LOCAL GOVERNMENT AREA OF ONDO STATE

Yewande Precious Akinsulire — 2024-03-01

This study investigated vocabulary knowledge, content familiarity
and attitude as predictors of students’ achievement in Dramatic
Literature-in-English in selected secondary schools in Ondo West
Local Government Area of Ondo State. The study adopted the
survey research design of the correlational type. Four research
instruments were used for data collection. Data collected were
analysed using Pearson product moment correlation and multiple
regression analysis. Findings of the study revealed that there was a
significant positive relationship between vocabulary knowledge (r=
0.42, P<0.05), content familiarity (r= 0.35, P<0.05) and students’
achievement in dramatic Literature-in-English, but there was no
significant positive relationship between students’ attitude (r= 0.10,
P>0.05) and students’ achievement in dramatic Literature-inEnglish. Based on the findings of the study, it was recommended
among others that teachers should imbibe explicit teaching of
vocabulary to improve vocabulary knowledge of the students.

MOTHERHOOD AND GENDER DISCOURSE IN MABEL EVWIERHOMA’S OUT OF HIDING POEMS

Abegunde Clement — 2024-03-01

Feminism was invented to be the voice in defence of women to liberate
them from their major enemy – male. The objective of this study was
to examine gender concerns in the poetry of selected African feminist
poet, Mabel Evwierhoma. This was based on the premise that much
gender scholarship tend towards thematic examination and the
influence of the various cultures of the continent. This study was thus
aimed at explicating the gender issues in the selected texts alongside the
techniques the poets employ. The theoretical framework was
womanism, a theory that emphasises complementary rather than
antagonistic roles of the African woman. The theory is also based on
women’s self-assertion, self-retrieval, and self-expression encouraging
younger women’s audibility and consciousness. The poems analysed in
the study are from Evwierhoma’s Out of Hiding poems. The study
revealed that women of today are not in completion with their male
counterparts. The. The selected poet aims at obliterating some
oppressive or negative structures which implicate women; employ
images drawn from her culture as techniques to depict her gender
concerns. The study concluded that female poets are still engaged in
the struggle to positively depict women in their contemporary roles.

FOLKLORIC NARRATIVES AS FILM BLOCKBUSTERS IN CONTEMPORARY NIGERIAN FILMS

Bala Alhaji Alfa — 2024-03-01

The study is a critical analysis of folkloric discourse and the
promotion of literary development and media entertainments. It
analyses key folkloric motifs and cultural tropes: myths, legends and
beliefs as they influence film and media advancement. The aim is
to demonstrate the universal nature and the different ways in which
indigenous oral art forms are resourceful in sustaining the social life
of the society. Beliefs and Myths have the propensity to becoming
bestseller movies in Nigerian film industry. These are the gods,
myths, stories that formed our folklore and made our childhood lit
or scary depending on who is telling and what the myth or legend is
about. They are our own versions of Thor, Poseidon, Zeus, etc. And
while these foreign myths have been turned to blockbuster movies,
our own Nigerian folklores have less prominence in bestsellers’
films. The research adopts the Cultural theory, where it
demonstrates how elements of culture namely: proverbs, beliefs,
myth and folktales are translated into other art forms such as film.
The findings reveal that the consciousness of our oral cultures forms
a strong perception of linking aspects of modern texts (literature and
film) with inherited indigenous cultural knowledge (folklore).

A PRAGMATIC STUDY OF POLITE INSULTS IN THE NIGERIAN CONTEXT

Happy Ojo Omolaiye — 2024-03-01

Conversations are expressions of feelings, views, opinions or
intentions that involve at least two individuals. The success or
failure of any conversation solely depends on the interlocutors. For
a conversation to be successful, it is expected that one of the
interlocutors protects the self-image of the other interlocutor. This
study, therefore, investigated polite insults so as to know the
ingenuity in language use. Anchoring on Grice’s (1981)
conversational implicature as a theoretical framework, the study
examined polite insults in the Nigerian context. Researcher’s
participatory observations and recorded conversations of the
participants served as sources of data collection. Data were got from
nuclear families, offices, Clubs, markets and interview settings in
Ondo West Local Government Area, Ondo State, Nigeria. The
participants were ESL speakers. The study discovered that polite
insults are used for the avoidance of face-threat in a conversation. It
also revealed strategies employed by the participants to express
polite insults while still sustaining and maintaining face saving.
Magnanimity in language use enabled the speakers and hearers flow
in their conversations. These were reflected in the data analysed.
This study, therefore, recommends that linguists should intensify
efforts to beam their searchlight in other areas of polite insults in
the socio-pragmatic context as this will expand and expound the
body of existing knowledge.

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MIGRATION, MOMENTARY HAPPINESS AND DESPAIR IN ADICHIE’S AMERICANAH AND UNIGWE’S ON BLACK SISTERS’ STREET

Darlington Ifeanyi Ogbonnaya — 2024-03-01

This study interrogates the experiences of some African migrant
characters that left their home countries to pursue their dreams and
visions in seemingly utopian host countries in Europe and America,
amidst unanticipated realities which they have to grapple with. It
explores the themes of migration and the momentary happiness
migrants get by their anticipation that abroad will help them
actualize their dreams and the sudden despair that follows, in the
face of their non-achievement of their dreams and visions by their
non-inclusion in the scheme of things in their host countries.
Applying postcolonial theory which sees migration as fallout of
colonialism, the paper examines Chimamanda Ngozi Adichie’s
Americanah (2013) and Chika Unigwe’s On Black Sisters’ Street (2010)
as fictional texts that revolve around the journey motif, especially as
it borders on the vicissitudes of surviving in a foreign country. The
study reiterates that the aspirations of most Africans before and
during migration end in illusion, even as the migrants’ inability to
achieve the rosy life envisioned of Europe and America causes them
disillusionment. It concludes that the authors seem to be ‘speaking
in one voice’ through their well-crafted novels, to their readers, that
notwithstanding the socio-economic challenges at their home
countries, there is no place like home.

THE PORTRAITURE OF MODERN AND TRADITIONAL WOMAN IN AYI KWEI ARMAH’S THE BEAUTYFUL ONES ARE NOT YET BORN, FRAGMENT AND TWO THOUSAND SEASONS

Okachukwu Onuah Wosu — 2024-03-01

The aim of this paper is to investigate the decadent portraiture of
modern female characters in Ayi Kwei Armah’s The Beautyful Ones
Are Not Yet Born and Fragment. It also examines the representation
of the traditional African woman in Two Thousand Seasons. By
spotlighting the moral degeneracy of the modern woman and its
implications on their men as they all struggle through Armah’s
themes of corruption, greed, exploitation, and acquisition of
material wealth, it also highlights the traditional African woman as
not being instruments of social change but agents of positive
cultural revitalization, thereby repositioning them for greater selfactualization. The chosen texts are analysed through the
postcolonial lens, which focuses on literature written in English in
formally colonized countries and concerns the struggle that occurs
when one culture is dominated by another. In articulating the pains,
traumas, and challenges arising from both colonial and neo-colonial
experiences, Armah therefore used the traditional female character
to enforce moral standards and so address sociocultural norms that
are inimical to female growth and development.

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APOLOGY STRATEGIES IN DISCOURSE: A STUDY OF SELECTED OLA ROTIMI AND WOLE SOYINKA’S PLAYS

Samuel Adebayo Omotunde — 2024-03-01

Different researchers from different climes and orientations have
worked on apology strategies in different situations using interview
and Discourse Completion Task Questionnaire (DCTQ). However,
to the best of our knowledge, no research exists on apology strategies
in Yoruba cultural space with specific references to King – Subject
and Husband – Wife role relations. This work fills this gap in
knowledge. The data for the research were got from four selected
play-texts written by Ola Rotimi and Femi Osofisan. The work
makes use of sociopragmatics as its theoretical framework. Findings
reveal that subjects use explicit apology strategies with non-verbal
means such as prostrating to apologise to kings. Kings on the other
hand do not often use explicit apology strategies to apologise to their
subjects but may use indirect strategies such as presentation of gifts,
serving drinks, using familiar vocatives and other strategies to
apologise to the offended party. In Husband – Wife role relation, it
is discovered that traditional Yoruba housewives kneel for their
husbands when apologising and equally use the expression “my
lord” to make it culturally complete unlike educated housewives
who may prefer to use modern terms of endearment like “honey”,
“darling”, “sweetie”, etc. without necessarily kneeling for their
husband when apologising. When husbands apologise to their
wives, they use a combination of methods.

A RECONSTRUCTIONIST APPROACH TO MYTHOLOGICAL AESTHETICS IN OSOFISAN'S ANOTHER RAFT

Kemi Rashidat Olatinwo — 2024-03-01

The commitment of Osofisan’s Another Raft, focuses on
emancipation of the masses in a society where unbalanced class
structure exists through cultural retrieval and revival particularly
myths. The paper employs a textual reconstructionist approach to
mythological aesthetics in Femi Osofisan’s play Another Raft and
delves into the intricate interplay between myth and aesthetics;
examines Osofisan’s innovative interpretation of traditional myths.
It investigates how the playwright reconstructs mythological
elements to create a unique aesthetic experience, shedding light on
the socio-cultural implication of the transformative context of
Another Raft. The myth theory was used as analytical instrument to
expose the relationship between revolution and myth and the
process of history. The paper discovered that Osofisan deplores
myths in Another Raft for the purpose of achieving cultural retrieval
and revival; social transformation using counter text approach. The
paper concludes that Osofisan’s Another Raft brings to fore
mythological elements on one hand to embellish his dramaturgy;
and on the other hand, to step towards the promotion and
modernization of oral performance as indices of identity for African
literary plays through which society can be transformed

TEACHER QUALIFICATION AS A DETERMINANT OF STUDENTS’ ACADEMIC ACHIEVEMENT IN O LEVEL ENGLISH IN OYO METROPOLIS

Richard Ayobayowa Foyewa — 2024-03-01

This study examined teacher qualification as a determinant of
students’ academic achievement in O level English in Oyo
metropolis. Fifty (50) multiple choice test items were used to test the
students achievement in O level English based on WAEC syllabus.
The students’ scripts were marked, scored and interpreted.
Percentage was used to determine the students’ achievement. The
result shows that there is a difference in the achievement of students
in O level English with students taught by holders of degree
certificate performing better. It was therefore recommended that
NCE teachers should go for their degree programmes and degree
holders should also cultivate the habit of attending seminars,
conferences and workshop programmes to improve the general
performance of students in O level English in the metropolis

GENDER, NATIONALISM AND OTHER INTERVENTIONS IN AKACHI ADIMORAEZEIGBO’S HAIKU POEMS

Kayode Niyi Afolayan — 2024-03-01

The focus on form and content has remained one of the major ways
adopted, universally, by critics interested in poetry studies. In modern
Nigerian poetry, however, the experimentation with forms, which,
have tentacles in home grown (oral) sources and external borrowed
forms, has received copious attention. This attention is shared
between oral and western forms relegating other forms that modern
Nigerian poets have adopted in their engagements with the
postcolonial conversations in Nigeria. This article examines the
“haiku poems” in Akachi Adimora- Ezeigbo’s Dancing Masks (2013),
Mixed Legacies (2019) and Broken Bodies, Damaged Souls and Other Poems
(2022) to demonstrate the interface between form and content in
modern Nigerian poetry. The article interrogates the popular premise
of “generationalising” modern Nigerian poets and fashions out
standards that rightly place modern Nigerian poets in their respective
generations. The postcolonial premise of the study unravels how the
poet’s penchant for the “haiku form” has objectified the dystopias
within and outside her homeland. The conclusion of the article
identifies the ambivalent texture of the poet’s haiku stanzas as against
the dominant unified focus on gender in her prose titles.

THE USE OF LANGUAGE TO INSTIGATE CHANGE THROUGH SOCIAL MEDIA POSTS

Ruth Nendirmwa Dalyop — 2024-03-01

The present study investigates how the notion of politeness
manifests when language is used to instigate change in social media
posts and its use on the readers. The theoretical framework adopted
for the study is Brown and Levinson's politeness theory and Austin
and Searl’s Speech Act Theory. The data for the research is a post
on Instagram titled, “An Intimate Relationship with Violence,” by
Dr Oyinkansola Alabi, popularly referred to as Emotions Doctor.
Using the descriptive qualitative approach, the research investigated
how the writer used politeness strategies to mourn the death of
Osinachi, a Nigerian Christian musician alleged to have been killed
by her husband and also to incite women in similar situations
towards liberation. The illocutionary acts employed are 6 assertives,
4 directives and 4 expressives. Three of the directives are bald on
record while one is off record. The perlocutionary acts are more of
enlightenment and a tendency to take a new course. The research
observed that the bald on record politeness strategy was the most
prevalent as the writer was mourning and took the issue as a life
saving situation. She equally felt she was more enlightened and
should educate women to stand up for their rights and life as the
society is not with them.

CLASSROOM INTERACTION TECHNIQUES AND IMPLICATIONS FOR TEACHING AND LEARNING OF ENGLISH LANGUAGE IN NIGERIAN UPPER BASIC EDUCATION

Francis Olabisi Jegede — 2024-03-01

Anchored on different aspects of classroom interaction techniques
which allow the English Language teacher to act upon the class
while the class' reaction modifies his next action, the paper focuses
on the creation of a synergy of strategies and actual classroom
situation that prompt the language teacher to appraise ideas and
inform application of these ideas for effective teaching and learning
of the English Language in his own classroom. The paper explores
not only objectives of teaching English Language but the process of
achieving these objectives and the implications for learning and
teaching of English Language in Nigerian Upper Basic Education.
The study discovered, among others, that the strategies employed
give room for face-to-face interaction, make learning interactive and
participatory and the whole process learner-centred. It was,
therefore, suggested that for effective use of these strategies, the
English teacher should endeavour to test-run the various methods
and attain some measure of competence before deploying them in
his own classroom

A STUDY ON MORPHO-PHONOLOGICAL AMBIGUITY IN BURA WORDS: A CASE STUDY OF (MIS)INTERPRETATION OF SOME LEXICAL ITEMS

Comfort Usman Mshelbwala — 2024-03-01

The study on morpho-phonology ambiguity in Bura lexical items
looked at the possibilities by which a word can have one or more
interpretations (meanings). It sought to determine the extent to which
communication gap is created especially in verbal communications,
most especially to a second language learner of Bura. Bura is a
language endowed with lots of words which are homonymic,
homophonic and polysemic. Consequently, second language
listeners/users of the language are left with the dilemma to
conceptually figure out which of the words the speaker is referring to.
To minimise the stress on the listeners/users, the data presentation
tried to make distinctions (functionally) between few of such words
with the aim to bring to limelight the semantic, morphological and
phonological difference that distinguishes the meaning of one word
from another. Data were collected from ten (10) native speakers of
the language, and were analysed using descriptive method of data
analysis. The result of the study showed that some Bura lexical words
can function as prefix, it was again realised that Bura has a lot of
homomorphic entries. The morphological process reduplication is
found in the language. Also, some words are homophony; meanings
are differentiated by stress, therefore meanings are contextually
determined. The Bura language seems not have the gerundive –ing
suffix. Lastly, the study realised that Bura language has a lot of
metaphors in its vocabulary.
Key words: Morpho-phonology, Ambiguity, Misinterpretation, Lexical
items, Bura language.

LANGUAGE, LITERATURE AND ENVIRONMENT

Ibrahim Muhammad Abdullahi — 2024-03-01

This paper highlights the significance of language in literary
communication of cultural values and reaction to environmental
degradation as consequential effect of modernity and technology in
Africa as portrayed in The Famished Road (1991). Conceived on the
premise of postcolonial space, the paper adopts the qualitative text
based analytical method as its tool of analysis. It is discovered that
Ben Okri’s efforts to tackle the problems of the effects of
decolonisation in Africa and the consequential devastation of
Africa’s rain forests by technological innovations is altruistic in The
Famished Road (1991). Through the vagaries and restlessness of the
abiku protagonist: Azaro - the spirit child, Okri focuses on the cruel
engagement of deforestation triggered by Western corporations and
exposes the continent’s clumsiness to restore a harmonious
relationship with nature and environment. The paper shows that
The Famished Road (1991) also highlights the ancestral links of the
forest with the African folklore and imagination. This paper
recommends the engagement of literary discourses in both national
and continental dialogues on environmental protection and
development in Africa and the World.

CONTRASTIVE ANALYSIS OF GENDER ADJECTIVES IN ENGLISH AND HAUSA

Adamu Usman — 2024-03-01

This work examines the adjectival formations in gender as
obtainable in Hausa and English languages. In order to achieve
this, the work analysed the differences in the morphological
processes inherent in the adjectives of Hausa and English in
respect of gender. Findings from the study reveal that there are
areas of convergence and divergence between the two languages
as could be seen in tables 1a 2a 3a 4a and 5a presented in the
analysis where adjectives in Hausa can be inflected or derived by
using inflectional morphemes or derivational morphemes to
engender the adjectives. The result also shows that both Hausa
and English maintain similarity in respect of attributive and
predicative positions which indicates that both languages are
inflectional languages, morphologically. However, the study also
reveals that there are some Hausa adjectives that cannot show
gender in isolation except in sentences. On the other hand, the
English language does not show such changes at all levels as
presented in tables 1b 2b 3b 4b and 5b from the findings of the
research.

ENDOGENOUS AND EXOGENOUS COMMUNICATION IN RURAL DEVELOPMENT PROGRAMMES IN IKWERRE LOCAL GOVERNMENT AREA

Vivian Ijeoma Nwoke — 2024-03-01

The study examines Endogenous and Exogenous Communication in
Rural Development Programmes in Ikwerre Local Government Area.
The study adopts survey research design and the population of
271,700 and employs Krejcie and Morgans’s sample size
determination table which put the sample size at 384. The study
discovered that people of Ikwerre Local Government are very much
exposed to both endogenous and exogenous communication media
on rural development and that rural development information
through endogenous and exogenous media had great influence on
residents of Ikwerre Local Government Area. The study recommends
that the media must equip the public with not just average
information, but adequate information on basic rights and
entitlements, public services, public budgets, health, housing projects,
road rehabilitation projects especially those that could bring
discomfort to road users so alternative routes could be plied if possible
education and working opportunities, agricultural prices and other
market information which would enable them to efficiently utilise
provision of diverse development projects, consequently, developing
the right stimulation to participate in the development process.

STYLISTIC ANALYSIS OF CHIMAMANDA ADICHIE'S DEAR IJEAWELE

Waliyah Adenike Akeju-Ahmad — 2024-03-01

This study is a stylistic analysis of Chimamanda Adichie's Dear
Ijeawele. The study examines how stylistics connects language and
literature. It investigates how language is used as a tool for the
creation of a literary work. In this study, it has been pointed out
how Adichie uses her linguistic choices in the text to portray the
socio-cultural issues relating to gender roles in the Nigerian society
and the world at large. The study adopts Systemic Functional
Linguistics as its theoretical framework. Excerpts from
Chimamanda Adichie's Dear Ijeawele constitute the data which are
subjected to qualitative analysis at the morphological, graphological,
syntactic and lexico-semantic levels. Findings reveal that these levels
of language have salient contributions they make in the structural
relevance of the text and delivery of the writer’s intention from
revealing the beauty of language use to the intensity of the meaning
got from the usage.

TIV ORAL POETRY AND THE ENVIRONMENT: AN ECOCRITICAL STUDY OF SELECTED TIV BUSH BURNING SONGS

Aondofa Bam — 2024-03-01

This paper examines the extent to which poetry explores the
problematic interaction between man and environment at a
period when ecological problems pose a threat to the word ecology.
The selected songs illustrate the degradation of the environment
by bush burning impact on the vulnerability of the Nigerian
bionetwork and also on the livelihood of Tiv communities. The
theoretical framework used in the paper is ecocriticism. It
addresses the representations of nature, discusses specific issues
relating to the ecology and analyses the treatment of nature
expressed in the selected Tiv bush burning songs. It also tries to
link nature to the plot and other elements in the selected Tiv bush
burning songs. Furthermore, it attempts an ecocritical
examinations of environmental exploitation, as well as the
destruction of human and non-human habitats. The research
findings reveal that environmental degradation and the
consequent impoverishment of the lot of rural communities
in Nigeria have inhibited Nigerian natural environment from
enhancing its socio- economic development and the survival of
the Tiv people. The paper contributes to knowledge by preserving
the Tiv tradition with attention on selected Tiv bush burning songs
which otherwise are endangered by the negative influence of
western civilization. The paper has also contributes to knowledge
by showing that Tiv oral Poetry is also a fitting discursive
medium used to contribute to the ongoing debate about
ecological issues in Nigeria.

THE CULTURE CLASH AND THE SCARE: A MULTIMODAL STUDY OF COGNITIONS IN SELECTED COVID-19 PROPAGANDA

Toyin Makinde — 2024-03-01

This study investigates cognitins in selected Covid-19 propaganda.
Aspects of Multimodal Theories used for the eleven purposefully
selected medical discourse advertisements are: Dyer’s (1982) Visual
Communication Theory and Wierzbicka’s (1996) Colour Theory.
The advertisements were situated in the Nigeria’s contexts of sociocultural lifestyles of: Aso ebi, communal living, patronage of
traditional eatery or relaxation spots and intimate lifestyles.
Investigations reveals cultural clashes at different layers of
cognitions against the COVID-19 safety protocols of social
distancing. The fear and persuasive propaganda styles engaged
revolve around death, sickness, danger, hunger, isolation and
abandonment as typified by colours black, red, green, blue and
white. The culture clash was situated in isolation, separation and
abandonment of the culture of communal living, mutual habits,
intimate relationship and freedom of association. However, there is
a clear indication that a larger member of the public was scared
rather than being sensitized about the importance of social
distancing because of the cognition of depreciation spread around
valued cultural lifestyles presented in the advertisements. This study
confirms that people will in certain contexts neglect fear of death
and take more risks in favour of communal life.