Product, Image, and Text Communicative Connections: Answering a Question of Coherence in Nigerian Print Advertisements

Abstract

Images-cum-texts are remarkable instruments of persuasion; that seems the reason for their romantic intimacy in many advertising communications. Thus, this paper examined some connections that exist among the product, image, and text as devices communicating a single message to readers. Ten advertisements focusing on food items and telecommunications were utilized for analysis. The concepts of coherence as well as cohesion, expressed through interpersonal interactions were prerogatives of expounding the textual interconnectivity of the clauses. This study revealed an association of meaning potential within the generic domains of poetry and prose as fascinating devices to attract consumers. Texts played a distinct role of relaying images and a collaborative function to anchor images to achieve persuasion. Contextually, socio-cultural settings of enjoyment, happiness, self-exaltation and vigor in the form of personification characterized consumers’ sensitizations. Besides, the advertisements engaged metaphors of pride, unity, and children orientation to stimulate consumption. We suggested that publicists could consistently deploy coherence facilities in advertising to convey/communicate appropriate meaning to recipients.