A Semiotic Deconstruction of Symbols in Print Advertising Contents: Implications for Consumers Purchase Decisions in Nigeria

Anchored on the expositional exploits of Pierce (1958), Barthes (1973), de Saussure (1984), Fiske (1989) and Akpan (1996) in the field of semiotics, this study examined first, the communicative values of symbols in print advertisements copies of selected Nigerian products; second, the relative influence of symbolic interpretations on consumers purchase decisions as well as the implications of such influence on product marketing. Adopting twin methodological approaches of qualitative content analysis and the Survey, the study investigated the Signifier-Signified relationships and interpretation in the Iconic, Linguistic (referential, emotive and conative) and Ideological values of elements of the studied product. Findings from the study revealed the dominance of synchronic convergence in the signifier-signified values of symbols found in the studied advertisements, and also, a relatively insignificant diachronic relationship between the symbolic values of the advertisements and consumers claim of influence on product purchase decisions. Findings also showed strong ideological influence in consumers’ interpretation of copy values vis-a-vis their purchase decisions. The study concluded that semiological inputs in advertising and marketing are extant and relevant to contemporary promotional strategies. The study made a strong recommendation for the inclusion of semiotic appraisals as a component of advertising effectiveness test during campaigns. Keywords: Semiotics, Advertising, Signifier, Signified, Symbols, Ideology, Marketing

Consumers Attention and Interactivity towards Online Visual Advertisements: The Graphic Designers’ Peremptory Challenges.

Although new media graphic design is relatively new in Nigeria, compared to advertising, their scale, scope and immediacy have increased substantially with the diffusion of new technologies like mobile network, cable television and the Internet.  This rapid development of information and communication technologies has enabled easy and rapid interaction between the graphic designer, advertiser and consumer. As a result, designers and advertisers are increasingly relying on various modes of interactive technology in new media to advertise and promote their products and services in Nigeria, thus, forcing the traditional design and advertising practices into relative obsolesce. In studying new media graphic design and advertising, this paper appraises online ads in Nigeria to highlight how designers and advertisers can effectively deliver messages to targeted audience.  The major new media ad formats and their peculiar advantages over the traditional media are equally highlighted in the context of current design and advertising trend in general. Keywords: New Media, Graphics Design Formats, Advertising Trend, Online Advertising

Television Programmes and Cultural Proximity: A Panacea for Violence in a Multi-Cultural Society

Considering the prominence of television as a visual medium, this study sought to know the relationship between television programmes and cultural proximity as well as the appropriate ways to inculcate violence-free behaviour in the viewers through cultural based programmes. The symbolic interaction theory was used as a framework.  The survey research design was adopted to collect quantitative data from 138 respondents. Qualitative data was gathered through the observation of the different television channels received in Abia state. It was discovered that a majority of the respondents get exposed to Western TV channels (which contain a lot of violence) more than the local ones. It was also found that infusing lifestyles that are peculiar to the local setting helps to create closeness between programmes and the viewers. It was therefore concluded that television programmes that are culturally close to the people help to reduce violence in the society by injecting moral virtues that eschew violence.  Finally it was recommended that NBC should strictly enforce the local content policy because presently, TV stations do not adhere to the rules; when they do, the programmes are adulterated with western values. Keywords: culture, proximity, television programmes, violence, behaviour

Multi-Media Communication Systems for Social Development in Nigeria: A Symbiotic Deconstruction.

Discourses on multimedia perceived and actual potentials in triggering and sustaining social development rent the academic platforms today. Braced with its very spectacular converge of text, sound, pictures, animation, and video components , this system of communication  has evolved as a promising veritable and versatile tool for social development. Our study was set with this prospective perspective of ascertaining the symbiosis between the two variables. Using the survey method of research, urbanized cities in Nigeria were selected and data from populations of communication scholars and development experts were also tested using Pearson correlation coefficient factors. Findings confirmed a positive symbiosis that is mutual and beneficial in all aspects of social development used in the study. A rapid drive towards the effective usage of multimedia communication systems in Nigeria was recommended so that the gains from such efforts could be better harnessed. Keywords: Multimedia, Symbiosis, Social Development

Enhancing Corporate Reputation Through A Deconstruction of Issues and Crises Roles.

Overtime, the issues associated with   corporate reputation have  thrown several challenges at scholars who try to decipher what should  and should not be an ideal reputation.   With literatures suggesting that different publics have different perceptions of an organization whether  the origin, length of planning circle, quantum and scale of branding engaged by such organizations matter or not (Hatch and Schultz, 2008) and the fact  that the individual specific circumstances of message reception interact with the changing behaviour and   activities of an organization , (L’etang and Pieczka, 2006); this paper adopted  a critical analysis approach to  identify issues in image and reputation building, situate the issues in the context of corporate values; and, appraised  how such issues associated with the roles played during crises can help in enhancing corporate reputation.   Keywords: Corporate reputation, corporate issues, Crises, Crises Roles, Deconstructio

Computer Tutorials and Drill-Practice Strategies on Senior Science Students\u27 Academic Achievement on Energy Transformation in Nature, Uyo, Nigeria

The study used computer tutorial and drill- practice strategies to investigate students\u27 achievement on energy transformation in nature, Uyo, Nigeria. The study was guided by three research questions and three hypotheses. Quasi-experimental design of non-randomized pretest, posttest control group was used for the study. Population was all 2,629 senior secondary two students and sample size was 210 science students selected from three secondary schools in their intact classes using purposive sampling technique. The instrument for data collection was Achievement Test. Three lecturers of test, measurement and evaluation in Science Education did instrument validation. Reliability index was .85 obtained using Kuder-Richardson Formulae-21. Data analysis for research questions used mean and standard deviation and ANCOVA for hypotheses formulated at .05 significant level. Findings revealed that students taught computer tutorial achieved and retained higher than those taught with computer drill-practice and lecture methods. Gender is a non-significant factor in academic achievement of students. The findings concluded that, computer tutorial enhances students\u27 academic achievement in energy transformation in nature. The study recommends that teachers of science embrace computer tutorial and drill-practice strategies in teaching science concepts

Hedging and Blending of Advertising Design Elements in Nigerian Newspapers: An Aesthetic Analysis

The study made aesthetic judgments on four select newspaper advertisements employing the visual analysis approach and hedging it on subjectivity and universal validity planks of Kant’s theory. The ads were analyzed qualitatively and quantitatively using a modification of the Likert scale which helped reduce the elements of background, colour, layout, typography, words and message into measurable terms. It found that aesthetic experience are better heightened with a dynamic blend of textual matters and visuals, while colours should play the role bleeding to help intensify the message rather than adding expressive ‘beauty’. Class of the consumers as influenced by content of the advertisements, context for consuming the advertisements as well as cognition were found to be very significant is saying which advertisement was ‘good’ or ‘very good’. However, all four advertisements had different level of appeals. It recommended amongst others a dynamic blend of the advertising elements so as to maximize the aesthetic experience of the individual and ultimately meaning construction and sharing. Key words: aesthetic, advertisements, ad elements, taste, appeal, meaning construction

Development of Winter Season Optimal Tilt Angle Model for Fixed Tilted Plane PV Installation in Akwa Ibom State, Nigeria

In this paper, a polynomial model is developed for determining the winter season optimal tilt angle for fixed-tilt PV installations in Uyo metropolis, Akwa state of Nigeria. Satellite-derived NASA SSE  solar radiation data  was used in the  study and the simulation was done using PVSyst software. The polynomial  model is given as  WTF(β)= -0.00013(β^2 ) + 0.00643(β) + 0.99991; where WTF(β)  is the winter average transposition factor and β is the tilt angle in degrees. The model has prediction accuracy of 99.92% with root mean square error of 0.001267 and optimal winter season tilt angle of 24.73°. Furthermore, the study also did the comparison of the effect of using seasonal or yearly fixed tilt and seasonally adjusted tilt angle for the PV panel.  The results show that the greatest yearly average transposition factor is obtained when the tilt angle is optimally adjusted to suit the Winter months during the Winter and to suit the Summer months during the Summer seasons

Development of Winter Season Optimal Tilt Angle Model for Fixed Tilted Plane PV Installation in Akwa Ibom State, Nigeria

In this paper, a polynomial model is developed for determining the winter season optimal tilt angle for fixed-tilt PV installations in Uyo metropolis, Akwa state of Nigeria. Satellite-derived NASA SSE  solar radiation data  was used in the  study and the simulation was done using PVSyst software. The polynomial  model is given as  WTF(β)= -0.00013(β^2 ) + 0.00643(β) + 0.99991; where WTF(β)  is the winter average transposition factor and β is the tilt angle in degrees. The model has prediction accuracy of 99.92% with root mean square error of 0.001267 and optimal winter season tilt angle of 24.73°. Furthermore, the study also did the comparison of the effect of using seasonal or yearly fixed tilt and seasonally adjusted tilt angle for the PV panel.  The results show that the greatest yearly average transposition factor is obtained when the tilt angle is optimally adjusted to suit the Winter months during the Winter and to suit the Summer months during the Summer seasons

Silencing Boko Haram: Mobile Phone Blackout and Counterinsurgency in Nigeria’s Northeast region

In the summer of 2013, the Nigerian military, as part of its counterinsurgency operations against Boko Haram insurgents, shut down GSM mobile telephony in three northeast states – Adamawa, Borno and Yobe. This article explores the rationale, impact and citizens’ opinion of the mobile phone blackout. It draws on focus group discussions with local opinion leaders and in-depth personal interviews with military and security insiders, as well as data of Boko Haram incidences before, during and after the blackout from military sources and conflict databases. It argues that, although the mobile phone shutdown was ‘successful’ from a military- tactical point of view, it angered citizens and engendered negative opinions toward the state and new emergency policies. While citizens developed various coping and circumventing strategies, Boko Haram evolved from an open network model of insurgency to a closed centralized system, shifting the center of its operations to the Sambisa Forest. This fundamentally changed the dynamics of the conflict. The shutdown demonstrated, among others, that while ICTs serve various desirable purposes for developing states, they will be jettisoned when their use challenges the state’s legitimacy and raison d'être, but not without consequences