Nigerian Children Specimens as Resonance of Print Media Advertising: What for?

Children are not only precious in society; they are the future of any nation. These are assertions that sensitize this study as an examination of the ways that advertising professionals utilize children to achieve persuasive goals. Eight advertisements oriented in the features of children were considered for analysis. The Barthesian idea of text - image relationships alongside with Halliday’s clause as representation assisted in processing the advertising contents functioning in the domains of images and texts. The Halliday’s experiential concept helped in breaking the wording systems into interpretative organs that allow tables and graph to take a course. The study reveals that educational materials, memes, and a reference to the future of children, expatiated through texts, are devices of convincing parents and guardians to consumption. Also observed are the terminologies of commitment, foresight, partnership, etc. as behavioral values to augment product patronization. The study suggests that materials that can add positive values to the lives of children must be given utmost priority in advertising communications

NARRATIVE IN ADVERTISING: PERSUADING THE NIGERIAN AUDIENCE WITHIN THE SCHEMATA OF STORYLINE

The study, as an attempt, considered narrative as a good resource of advertising in the Nigerian environment. In other words, advertisers perceive narrative as a strategy that can stimulate consumers to patronize advertised goods and services. Four adverts of FBN®, MTN®, Orijin® and FIRS® have been chosen to propagate the course appeared on the frameworks. Beside the application of the Labovian schema on narrative, the Halliday’s transitivity system plays an analytical role by assigning semiotic slots to the textual devices. The study reveals that advertising copies a similar pattern of narrative in the society. Apart from the texts serving as relays to the images, the construction of the message is in the resolution sequential string. This provides an opportunity for advertisers to present to the public the gains and benefits of taking decision parallel to the messages of the adverts. Advertisers capitalize of the efforts of past leaders, the challenges of the present and the future of the children to sensitize the audience. The study concludes that narrative should be encouraged in advertising not only as a persuasive approach but also as a means of promoting Nigerian social heritage and treasures.The study, as an attempt, considered narrative as a good resource of advertising in the Nigerian environment. In other words, advertisers perceive narrative as a strategy that can stimulate consumers to patronize advertised goods and services. Four adverts of FBN®, MTN®, Orijin® and FIRS® have been chosen to propagate the course appeared on the frameworks. Beside the application of the Labovian schema on narrative, the Halliday’s transitivity system plays an analytical role by assigning semiotic slots to the textual devices. The study reveals that advertising copies a similar pattern of narrative in the society. Apart from the texts serving as relays to the images, the construction of the message is in the resolution sequential string. This provides an opportunity for advertisers to present to the public the gains and benefits of taking decision parallel to the messages of the adverts. Advertisers capitalize of the efforts of past leaders, the challenges of the present and the future of the children to sensitize the audience. The study concludes that narrative should be encouraged in advertising not only as a persuasive approach but also as a means of promoting Nigerian social heritage and treasures.The study, as an attempt, considered narrative as a good resource of advertising in the Nigerian environment. In other words, advertisers perceive narrative as a strategy that can stimulate consumers to patronize advertised goods and services. Four adverts of FBN®, MTN®, Orijin® and FIRS® have been chosen to propagate the course appeared on the frameworks. Beside the application of the Labovian schema on narrative, the Halliday’s transitivity system plays an analytical role by assigning semiotic slots to the textual devices. The study reveals that advertising copies a similar pattern of narrative in the society. Apart from the texts serving as relays to the images, the construction of the message is in the resolution sequential string. This provides an opportunity for advertisers to present to the public the gains and benefits of taking decision parallel to the messages of the adverts. Advertisers capitalize of the efforts of past leaders, the challenges of the present and the future of the children to sensitize the audience. The study concludes that narrative should be encouraged in advertising not only as a persuasive approach but also as a means of promoting Nigerian social heritage and treasures

Akèrègbè, Resourcing the Past, Communicating the Present in Shared Cultural Knowledge: A Case Study of GTB Advertising

A communication strategy in advertising can take any shape provided it meets both intentions of manufacturers and demands of recipients. That is why the study focused the bottle gourd (Akèrègbè) as a communicating device utilized in a Guaranteed Trust Bank® (GTB) advertisement. The study considered a GTB advertisement that propagates *737# and the image of a palm wine tapper as a device of influencing consumers. The advertisement, collected from the GTB branch of the University of Lagos, Nigeria was processed through the application of denotative and connotative terminologies from the Barthesian perspective. The advertisement constructed a relationship between the past culture (bottle gourd) and present culture (computerization) as a means of persuasion. The investigation demonstrated the application of the alphanumeric code, Bank*737# as the motif of the advert with bottle gourd playing a supportive role of communicating a consistent service and protection to customers. The study concluded that campaigning of a product with the blend of the past and the present resources can increase sales. Besides, such a socio-cultural merger has the capacity to stimulate knowledge not only in the advertising industry but also in the exploration of the Yorùbá cultural past to the entire world.&nbsp

Mode, o hub da multimodalidade: um estudo de caso da publicidade do creme dental Oral-B®

This study investigates the nature of modal constructs in advertising commercial, operational in Oral-B® Toothpaste, to explain the mechanistic integration of modes, unified to generate holistic meaning. With the application of the mood system and kinesics concepts, the author is able to interpret the video for readers. Besides using statistical substances (tables and graphs) to explore the modes, one observes fragmentation of structures of some linguistic items such as The answer?, Easy, still fresh and strong. Repetition is a concern, where the communicator deploys the generic You, your teeth, and your mouth for a reason of emphasis. Communicative devices such as strong and healthy, and long lasting fresh breath (feeling) are details, exemplifying the Oral-B’s 2-IN-1 qualities. Gestural modes of smiling, observed in a repetitive speeches of Smile, Smile, Smile, and intimate and personal distances augment meanings as Social Actors 1 and 2 are indexical participants. Metaphorical professional actors and the dual 2-IN-1 features characterize the communication, projecting interchangeability. The advertisement is fascinating; yet, the metaphor of interchangeability could have been simplified for a purpose of sensitizing the illiterate.Este estudo investiga a natureza dos construtos modais em publicidade comercial, operacional no creme dental Oral-B®, para explicar a integração mecanística de modos, unificados para gerar significado holístico. Com a aplicação do sistema de humor e dos conceitos cinésicos, o autor consegue interpretar o vídeo para os leitores. Além de utilizar substâncias estatísticas (tabelas e gráficos) para explorar os modos, observa-se a fragmentação das estruturas de alguns itens linguísticos como A resposta ?, Fácil, ainda atual e forte. A repetição é uma preocupação, onde o comunicador implanta os genéricos Você, seus dentes e sua boca em razão de ênfase. Dispositivos comunicativos, como hálito fresco e duradouro (sensação), são detalhes exemplificando as qualidades 2-EM-1 do Oral-B. Os modos gestuais de sorrir, observados em discursos repetitivos de Sorriso, Sorriso, Sorriso e distâncias íntimas e pessoais aumentam os significados, visto que os Atores Sociais 1 e 2 são participantes indexicais. Atores profissionais metafóricos e as características dual 2-IN-1 caracterizam a comunicação, projetando intercambiabilidade. O anúncio é fascinante; no entanto, a metáfora da intercambialidade poderia ter sido simplificada para sensibilizar os analfabetos

Periodicity: Interpreting Waves of Information in Osundare’s Harvestcall

The study investigated the waves of information of Osundara’s Harvestcall to show textual movements as layered by the poet. To achieve that objective, the poem of about 76 lines was collapsed into 44 clauses as a tradition that paves a way for systemic analysis of texts in different shapes, sizes and constructs. Halliday’s Theme and Rheme served as analytical tools that processed the text after which the investigation utilized tables and graphs as indicators of waves of information of Harvestcall. The analysis reveals three separate waves of the text, namely: (i) sectional organization – perceives Sections I, II and III are the Theme while Section IV is the Rheme; (ii) clause constructs – demonstrates multiple Themes that flow to rhematic structures; and (iii) time frame exposition – espouses the past farming commitment as Theme and its current neglect as Rheme. In addition, observation shows waves interference. That is, the switching of Theme 2 and Subject Theme in Sections I, II and III for Subject Theme and Theme 2 respectively in Section IV. As linguistic concepts can reveal so much meanings of a literary device, the study suggests their applications across the board of genres of literature

Social semiotic genre: exploring the interplay of words and images in advertising

This study examined the interplay of pictorial and written modes that position advertising as a multimodal genre, explainable through a social semiotic perspective. Eight advertisements of the financial, telecommunications, and beverage products functioned as devices of analysis. Nevertheless, multimodal communicative acts served as the processing tool, elucidating the meaning potentials of the advertising configurations. Having deployed a system of multimodal interacts, tables and graphs assisted in accounting for the frequency of the semiotic resources of the written modes. The analysis indicated large and highlighted fonts (Celebrating the world’s no. 1 fixer), repetitions (Guinness, Maltina, real deal), and deviant constructs (EazyLoans, GTWorld) as elements of propagating intended messages. The deployment of codes (*966*11#, 737) and fragmented clauses (Over N100 million worth of airtime) played some roles in the meaning-making operations. Of significance is the Guinness’ conceptual “digits” of 17:59, contextualising the year, time, and channel of promotional benefits. Though questions (Have you called mum today?), offer (It can be), and minor clauses (Welcome to Guinness time) were parts of the communicative systems, statements (Terms and condition apply) and commands (Enjoy the complete richness of Maltina) dominated the entire dialogues. One might suggest that communicators should endeavour to deploy apt constructions and create eye-lines between participants as means of sensitising readers into consumption.This study examined the interplay of pictorial and written modes that position advertising as a multimodal genre, explainable through a social semiotic perspective. Eight advertisements of the financial, telecommunications, and beverage products functioned as devices of analysis. Nevertheless, multimodal communicative acts served as the processing tool, elucidating the meaning potentials of the advertising configurations. Having deployed a system of multimodal interacts, tables and graphs assisted in accounting for the frequency of the semiotic resources of the written modes. The analysis indicated large and highlighted fonts (Celebrating the world’s no. 1 fixer), repetitions (Guinness, Maltina, real deal), and deviant constructs (EazyLoans, GTWorld) as elements of propagating intended messages. The deployment of codes (*966*11#, 737) and fragmented clauses (Over N100 million worth of airtime) played some roles in the meaning-making operations. Of significance is the Guinness’ conceptual “digits” of 17:59, contextualising the year, time, and channel of promotional benefits. Though questions (Have you called mum today?), offer (It can be), and minor clauses (Welcome to Guinness time) were parts of the communicative systems, statements (Terms and condition apply) and commands (Enjoy the complete richness of Maltina) dominated the entire dialogues. One might suggest that communicators should endeavour to deploy apt constructions and create eye-lines between participants as means of sensitising readers into consumption.This study examined the interplay of pictorial and written modes that position advertising as a multimodal genre, explainable through a social semiotic perspective. Eight advertisements of the financial, telecommunications, and beverage products functioned as devices of analysis. Nevertheless, multimodal communicative acts served as the processing tool, elucidating the meaning potentials of the advertising configurations. Having deployed a system of multimodal interacts, tables and graphs assisted in accounting for the frequency of the semiotic resources of the written modes. The analysis indicated large and highlighted fonts (Celebrating the world’s no. 1 fixer), repetitions (Guinness, Maltina, real deal), and deviant constructs (EazyLoans, GTWorld) as elements of propagating intended messages. The deployment of codes (*966*11#, 737) and fragmented clauses (Over N100 million worth of airtime) played some roles in the meaning-making operations. Of significance is the Guinness’ conceptual “digits” of 17:59, contextualising the year, time, and channel of promotional benefits. Though questions (Have you called mum today?), offer (It can be), and minor clauses (Welcome to Guinness time) were parts of the communicative systems, statements (Terms and condition apply) and commands (Enjoy the complete richness of Maltina) dominated the entire dialogues. One might suggest that communicators should endeavour to deploy apt constructions and create eye-lines between participants as means of sensitising readers into consumption

A Preliminary Exposé of Systemic Functional Theory Fundamentals

The study attempted to explain fundamentals of Systemic Functional Theory as textual analytical instruments. The basis was to demonstrate the applications of Ideational, Interpersonal and Textual Metafunctions as alternative semiotic resources that provide composite meaning potential to the structure of the clause. For illustration, six clauses in the advert of Premium Pension Limited were used as textual elements which the three metafunctions were applied. The study revealed conditionality, sensitizationality, judgmentality as well as integrity as the nuggets of the message. In addition, the ad tends to propound solutions to the financial security of the future of the people. The solution is for the recipients to negotiate and begin savings with Premium Pension Limited whose concern is how to care for the people in their old age.  Above all, the study concluded that Halliday’s theory as a very practicable tool of textual analysis for researchers

Evaluating ‘Registerial’ Norms in Advertising Texts: A Systemic Perspective

Language and social concerns facilitate every communicative text. Based on that, the study considered the advertising text, as a test ground to explore the relationships between language and socio-cultural norms as revealers of the Register of advertising. Considered for the investigation are ten advertisements of Guinness®, Peak Milk®, Gulder®, Coca cola®, Pepsi®, Stanbic IBTC®, etc., upon which Ideational, Interpersonal and Textual Metafunctions served as tools of analysis. Besides the report that Material Processes such as come to, reshaped, make, is wasting, etc. dominate the contents, a Behavioral Process of rests on also performs a role in the Register analysis. The study further reveals digitization (*945#), local language intrusion (Oga), personification (bourn = born), clipping (diff) as context devices in the business environment. There are also Register(s) of neologism (Pecadomo), poetic and sermonized texts to persuade recipients. As the investigation has revealed SFL as a viable processor of Register(s), it thus suggests that its application to other texts outside advertising might yield meaningful results. Such exercise could assist in the understanding of novel items that could contribute to language development

Relevance of Trio-Grammatical Sequences of Halliday’ System Network in Advertising Text’s Interactional Exchange(s)

The study demonstrated the resourcefulness of Halliday’s system network for defining a semantic field of text. The application of the terminological strands of from below, from around, and from above to an advertisement of Central Bank of Nigeria permitted the computation of the grammatical communicative facilities. Structurally, the study revealed imperatives and declaratives, accommodated prominently in Adjunct, Predicator, and Complement as functional elements, exhibited in nominal groups. The semantic derivatives relied on giving information and demanding goods-&-services to persuade readers. Importantly, observations reveal modulated instruments of can and will, and modal adjuncts of now and simply, authenticating user-friendly method, urgency, and the merits of the Bank Verification Number (BVN) registration. The interaction further demonstrated the easy steps of the registration exercise with material processes such as walk, fill, submit, and collect. Given these illuminations, employment of Halliday’s system network is a fascinating facility for generating meaning potential in interactional spaces. Such application might further enlighten citizens to their statutory responsibilities

Analyzing Advertising Specimen within the Scope of Circumstantial Choices: A Case Study of Airtel® Advertisements

This study focused on the Airtel’s Always On slogan to elucidate alternating choices constructed to build strong relationships with subscribers. The proceeding semiotic paradigms were strategic discourses communicated to dominate some facets of human endeavors serving, perhaps, as signals to operational capacities of Airtel®. Halliday’s concepts of the Paradigmatic Order and Circumstantial facilities of the Transitivity system were applied to seven ads of the Always On to assist in deriving both structural and semantic values from the switching linguistic elements. Tables and a graph provided supports for the analysis as indicators of the recurring components of the analyzed structural choices. The study showed that Always On is synonymous with Airtel in terms of operational consistency. It revealed further that creativity was not limited to the phrases proceeding Always On but that the choice inventions were extended to background images playing supportive roles in the persuasion. The Circumstantial functioned as cause, manner and role with reliable service provisions. The switches provided recipients avenues to generate diverse meaning potential that could naturally stimulate individuals to consumption. The study concluded that the alternating devices did not only fascinate persuasion but also demonstrated systemic creativity of enlightenment