Abstract
In semiotics, a code of communication which is a set of conventions used for meaning making can be spoken language, written language or an image. Modes of communication are used to accomplish a desired effect in daily social interaction. This social interaction can be found in the communication between the advertiser and the consumer, and the writer and the reader. This study analyses some of these modes used in the Airtel Nigeria 4G visual commercials and examines how the advertisers make use of the concept of the composition of elements in a multimodal text which bases on the idea that the advertisers and the viewers are abreast with what information is mutually known and understood. This view is explicitly shown in the composition of elements, words and images, combine aesthetics and persuasion through meaningful elements that form a coherent text of code-specific structures that produce meaning. The study follows the survey research design and the data is analysed following four steps of assigning incidents to frames, elaborating frames, relating themes to frames and interpreting the data as a coherent structure. The study concludes that the advertisers of Airtel Nigeria 4G visual commercials make ample use of metaphors associating 3G with negative frames and 4G with positive frames, drawing inspiration from gargets used daily by their audience. They vividly and successfully create a demarcation between 3G and 4G, persuading consumers to go for the Airtel Nigeria 4G products.
Highlights
Communication is effective when the reader and writer, the listener and the speaker, the advertiser and the consumer, the designer and the interpreter all use codes understood by both of them
This study analyses some of these modes used in the Airtel Nigeria 4G visual commercials and examines how the advertisers make use of the concept of the composition of elements in a multimodal text which bases on the idea that the advertisers and the viewers are abreast with what information is mutually known and understood
This study examines the multimodality of Airtel Nigeria 4G visual commercials that use metaphor as a means of persuading the audience to buy its 4G devices
Summary
Communication is effective when the reader and writer, the listener and the speaker, the advertiser and the consumer, the designer and the interpreter all use codes understood by both of them. This study examines the multimodality of Airtel Nigeria 4G visual commercials that use metaphor as a means of persuading the audience to buy its 4G devices To carry out this investigation the following questions are answered in the paper: how do the advertisers blend the visual images and text messages in their multimodal advertisements and how is the concept of ‘better’ expressed in the advertisements? These questions are answered by analysing how advertisers use comparison in images and texts, how the different modes in the advertisements increase the understanding and perception of the viewers and how the advertisers explore the semantic relations between the visual, audio and linguistic resources surrounding the Airtel Nigeria 4G visual commercials To carry out this investigation the following questions are answered in the paper: how do the advertisers blend the visual images and text messages in their multimodal advertisements and how is the concept of ‘better’ expressed in the advertisements? These questions are answered by analysing how advertisers use comparison in images and texts, how the different modes in the advertisements increase the understanding and perception of the viewers and how the advertisers explore the semantic relations between the visual, audio and linguistic resources surrounding the Airtel Nigeria 4G visual commercials
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
