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21Fundamentals Of Communication In MarketingLANGUAGE AND CONCEPTION AS ELEMENTS OF COMMUNICATION
LANGUAGE is defined as a formalized system of communication that uses words, sounds, written
symbols and non-verbal signs which the majority of a particular community will readily understand.
The consumer’s ability to communicate has opened many opportunities for an individual to learn new
information; the vehicle for this communication is language. Much of people’s behaviour is seen through
language, it is a form of human behaviour. Grammar is the linguistic description of a language and it
contains the rules of how a language works.
There are three major components of grammar, such as:
• PHONOLOGY: the study of the sounds of language.
• SYNTAX: the study of the relationship between groups of words and how they are strung
together in a meaningful order.
• SEMANTICS: the study of meaning of words and sentences as components of languageSIGN AND SYMBOL AS COMPONENTS OF COMMUNICATION
SIGN: a sign is a signal or printed mark with meaning portraying something that has been experienced;
it can be used for communication between a sender and the receiver. For example, as it is used in sign
language for the deaf and dumb.