Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text

Abstract

Based on observations, qualitative content analysis and secondary sources, this paper critically examines the importance of nonverbal communication in the Nigerian mass media particularly in print advertising. Hinging principally on two theories (namely semiotics and structuralism theory), the paper argues that despite the fact that they are difficult to systematically be quantified in a mass communication context, nonverbal cues are very important parts to all media producers’ efforts to convey emotional, intellectual and informational meanings to audiences. In tandem with this, nonverbal communication cues actually pervade the Nigerian mass media production. The paper demonstrates this fact with illustrations from the Nigerian print advertising. It argues that in the Nigerian print advertising text, nonverbal communication is achieved through specific visual compositions and paralanguage. Print adverts often contain a mix of visuals which are/represent indexical or symbolic signs of positive attributes that advertisers seek to associate with the products or services on promotion. Various forms of paralanguage are equally deployed to suggest the benefits and gratification one may derive from consuming the product or using the services on promotion.