King'ei, Kitula Osore, MiriamMucee, Geoffrey Mutinda2024-09-132024-09-132024-06https://ir-library.ku.ac.ke/handle/123456789/28789Tasnifu hii Imewasilishwa ili Kutimiza Mahitaji ya Kutuzwa Shahada ya Uzamili katika Idara ya Kiswahili ya Chuo Kikuu cha Kenyatta, Juni 2024. Supervisor Leonard Mwita ChachaThis research evaluated the connotative meaning of the Kiswahili television advertisements in Kenya. The research identified various televised Kiswahili advertisements with negative connotative meaning, analysed the televised Kiswahili advertisement texts with negative connotative meaning and discussed how the viewers of the televised Kiswahili advertisements interpet these advertisements. The study was guided by the tenets of Semiotic theory. The theory advances the relationship between a sign, an object and a meaning. The data for the research was generated from the Kiswahili advertisements with connotative meaning. Aspects of connotative meaning from the televised advertisements has been identified and sampled purposively. The research has been conducted from both the library and the field. The researcher has interviewed various advertisement viewers in order to identify how they perceive the the televised Kiswahili advertisements that have connotative meaning. The research was also carried out in the library where literatute review of books, journals and a variety of theses related to the topic of research to give this research a basis was done. Data was collected based on the research objectives and analysis of the data was guided the Semiotic theory. The presentation of the study findings was through narration where relevant examples were used and a summary given thereafter. The study established that the Kiswahili television advertisements in the study had negative connotative meanings that resulted in negative reactions. The study also found that the use of language, picture, and video signs in the Kiswahili television advertisemnets had negative connotations that elicited negative feelings. Also, the study established that majority of viewers of Kiswahili television advertisements view them as having the potential to elicit negative and positive feelings which can affect their perspectives of certain products, servives and or the behaviours of people in society. This study hopes to benefit researchers and scholars of Swahili semantics. This is because it will shed light as far as negative connotative meaning from televised Swahili advertisement is concerned.otherThesis