Voices: A Journal of English Studies https://journal.kasu.edu.ng/index.php/Voices <p>The official of the Department of English Department</p> en-US Sun, 12 Jun 2022 18:17:09 +0000 OJS 3.1.1.4 http://blogs.law.harvard.edu/tech/rss 60 Multimodal Discourse Analysis of Selected Advertisements in Nigerian Newspapers https://journal.kasu.edu.ng/index.php/Voices/article/view/602 <p>Communication has become inextricable part of human living and the visual modes of <br>communication has been employed in the print media as a veritable means of communicating <br>very serious issues metaphorically. Thus, Multimodal Discourse Analysis constitutes a form of <br>discourse which requires visual display of knowledge to understand and interpret any given text. <br>Several attempts have been made on the study of Newspaper advertisements using canonical <br>classification of Speech’s act, Implicature, as well as linguistic resources for its analysis. <br>However, little attention has been given to Multimodal Discourse Analysis in analyzing <br>newspaper advertisements in Nigerian newspapers. Hence, this paper aims at investigating a <br>multimodal analysis of selected advertisements in Nigerian newspapers with a view to exploring <br>how texts, images, symbols, pictures help advertisers to adequately communicate their <br>message/intention, and what the various pictures and images mean and their contributions to <br>meaning-making in the adverts to the audience. To achieve this, seven (7) advertisements were <br>purposively selected and analysed from two Nigerian daily newspapers (The Punch, The Sun and <br>The Nation) and adopted Multimodal Discourse Analysis and its elements as the theoretical <br>appurtenances undergirding the study. The study revealed that more meaning would have been <br>lost, if not for the advancement of scholars on the exponent of multimodality. This was because <br>people tend to be more concentrated on the monomodal; linguistic approach to meaning, whereas <br>study of data as newspapers’ advertisements and other visual designs transported more than one <br>mode of meaning to communicate a more complete, coherent and complementary meaning. The <br>study also revealed that the semiotic devices (i.e. images, pictures, colours, etc.) deployed are <br>meant to attract the attention of the readers and to communicate product features and benefits, <br>and also persuade and motivate them to patronize the product being advertised. It was also <br>discovered that graphic/page designers and photo journalists usually make judicious use of visual <br>elements to convey meaning based on certain conventions and ideology associated with those <br>elements. The study concludes that understanding the import of newspaper advertisements<br>requires mutual sharing of knowledge by both the advertisers and the readers.</p> BABGOGATA ALHAJI HARUNA, RAPHAEL, OLADELE ASAOLU ##submission.copyrightStatement## https://journal.kasu.edu.ng/index.php/Voices/article/view/602 Sun, 12 Jun 2022 18:28:46 +0000