Author(s): Emmanuel Adedayo ADEDUN
This article utilizes the resources of pragmatics to study Christian religious advertisements aired on the radio in Lagos, Nigeria. The advertisement of Christian religious programmes on the radio in Lagos has become a rule rather than an exception. This is consequent upon the desire of various Christian religious organizations not just to attract a large following but also to be listed among the elitist groups. The article found that strategies such as event-ornamented words, liturgy and affective vocabularies were used to motivate the target audience and to engrave the names of their religious groups in the minds of the listeners.