Social Semiotics and Television Advertisements: Nigerian Example

ISBN-13: 9783845420134 / Angielski / Miękka / 132 str.

Adegoke Adetunji

Opis

This book provides readers with insights into various ideologies conveyed by television advertisements in Nigeria. It reiterates the place of advertisements in promoting products and socio-cultural artifacts and stance of a nation. Nigeria is an example of a multicultural society with unavoidable conflicts as a result of evolving multiple identities and fragmentations. Each ethnic group negotiates a place in the global world and in the Nigerian context. These multiplicities and fragmentations are well articulated. A point of convergence is located between social semiotics and multimodal discourse (multimodality). It states that social semiotics is a broader approach for the analysis of multimodal discourse such as television advertisements. This approach is all-encompassing as it merges verbal and non-verbal language (semiotic resources) as inseparable in conveying advertising messages and socio-cultural viewpoints.

O autorze

Adetunji Adegoke obtained a Master of Arts, English, Obafemi Awolowo University, Ile-Ife, Nigeria. He is a Fulbright Fellow and U.S. Almunus. His research interests are computer mediated discourse, linguistic variation and anthropology, literacy and globalization, literary criticism,social semiotics/multimodality and pentecostal language.