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

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

CHARACTERIZATION OF SELECTED PROPERTIES OF COMPOSITES OF WASTE PAPER WITH UNTREATED BAMBOO STEM FIBRE AND RICE HUSK

Composite technology is an excellent approach to utilizing natural fibres and agricultural wastes, which constitute an environmental nuisance. Efforts are being made to characterize the properties of composites produced from different sources of these wastes and fibres to facilitate a choice and selection for different applications. In this study, selected properties of composite samples, produced from waste paper in equal mix-ratio with rice husk and bamboo stem fibres (BSF) separately without chemical pre-treatment using cassava starch as a binder, were characterized. Composites from rice husk are better in terms of their higher compressive strength (71–202N/mm2), lower water absorption, at a rate of 1.97–5.19 and 1.09–3.02%/min, and a lower thickness swelling, at a rate of 0.74–1.23 and 0.52–0.70 %/min at 30 min and 1 h immersion time respectively, while that from the BSF is superior for its lower density 0.321–0.358 g/cm3 and specific weight 3.15–3.51 kN/m3. The material composition (percentage fibre volume fraction) appears to have no significant effect on the impact strength 26.0–26.4 kJ/m2 as well as other selected properties of the composites (p > 0.05). However, all the samples have properties that meet the requirement for composites except that the water absorption and thickness swelling are relatively high. The composites have considerably low density, which makes them suitable in light weight applications. Their compressive and impact strength make them appear specifically relevant for the production of construction blocks and industrial helmets respectively. Meanwhile, the properties are liable to modification with a chemical pre-treatment of the fibres

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

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

Trade Liberalisation, Growth And Poverty Reduction In Nigeria

This study traces the beneficial effects of trade-growth nexus and evaluates its indirect trend on the poverty periscope of the Nigerian economy (i.e the trickle-down theory of development), and in order to keep up with the ‘stationarity’ of the economic data employed, both individually and collectively, the Augmented Dickney Fuller (ADF), the Phillip Peron (PP) test, and the Johansen Juselius Cointegration tests were respectively employed. Contrary to expectation and in deviance to theoretical proposition, in the Nigerian context, an outward-oriented policy of trade liberalization has not been beneficial. This study, after all, lends more credence to the study of Kanayo, George and Adenuga (2004) which reports that there is no co-integration between trade openness and economic growth on the one hand, and with poverty reduction, on the other hand, both at 1 percent and 5percent significance levels. But, capital expenditure is the only variable that both impacts on growth and also trickles down to the ‘common man’ and thus reduces the poverty level of the Nigerian economy. Key words: Trade, Growth, Liberalisation, Poverty.

Trade Liberalisation, Growth and Poverty Reduction in Nigeria

This study traces the beneficial effects of trade-growth nexus and evaluates its indirect trend on the poverty periscope of the Nigerian economy (i.e the trickle-down theory of development), and in order to keep up with the ‘stationarity’ of the economic data employed, both individually and collectively, the Augmented Dickney Fuller (ADF), the Phillip Peron (PP) test, and the Johansen Juselius Cointegration tests were respectively employed. Contrary to expectation and in deviance to theoretical proposition, in the Nigerian context, an outward-oriented policy of trade liberalization has not been beneficial. This study, after all, lends more credence to the study of Kanayo, George and Adenuga (2004) which reports that there is no co-integration between trade openness and economic growth on the one hand, and with poverty reduction, on the other hand, both at 1 percent and 5percent significance levels. But, capital expenditure is the only variable that both impacts on growth and also trickles down to the ‘common man’ and thus reduces the poverty level of the Nigerian economy. Keywords: Trade, Growth, Liberalisation, Poverty. JEL CLASSIFICATION: O4, N7, I3

Impact of Microfinance Intervention on Rural Poverty Alleviation in Nigeria: An Application of Difference in Differences Technique

In this study, Difference-in-Differences methodology was used to assess the impact of microfinance loan on rural poor in Nigeria. The sample is classified into four groups: the microfinance loan beneficiaries (treatment group) before obtaining the loan and after the programme implementation. Likewise the non-beneficiaries (control group that were also qualified but could not get the loan) were considered before their application for the loan and after the programme was implemented. The result revealed that microfinance loan has favourable contributions to poverty alleviation in the study area. However, there is still need for government aid in order to make the poor people benefit more from the microfinance programme and enhance economic development. Government should support the MFIs with funds that would be disbursed at concessionary interest rates. In addition, provision of more physical, social and economic facilities would encourage the establishment of more MFIs in the rural areas. Keywords: economic development, poverty, microfinance, difference in differences, Nigeria DOI: 10.7176/JESD/11-16-06 Publication date:August 31st 202