Abstract
This paper argued that advertising contains variegated texts that theoretical terminologies are capable of exemplifying. Thus, ten beverage advertisements, among other types were chosen for analysis. Halliday’s mood exchange resources decomposed the texts into meaningful components, which were further calculated with tables and graphs. The calibration indicated that Complement (official milk, Uncle Thomas), Adjunct (with *826#, of Akwa Ibom), and Predicator (Dial, Drink) were dominant grammatical forms of semiosis sometimes appearing without the Subject and Finite elements. Moreover, the examination revealed exchanges initiated in the “interactions” as operating in the spheres of half-constitutive and half-ancillary organs that are significantly associated with socio-cultural norms. Prominent in the text were features of products, personal benefits and textual exaltations. Theoretical mediums, as this study suggests, would serve to uncover communication details to influence the authorities on advertising regulations.
Highlights
Communication in advertising is an embodiment of text, picture, and color
Meaning derivatives in Interpersonal Metafunction, that is, in clause as exchange, attracts the combination of mood resources exemplified in Figure 2 and the grammatical semiosis items operating in the semiotic slots as demonstrated in the analysis in Texts 1, 2, 3 – 10
Besides the embossment of FCMB on the artifact, Texts 8b and 8c exhibit the primary mission of the communication : as you consolidate on the blessing of Ramadan; and Happy Eid-el-Fitr
Summary
Communication in advertising is an embodiment of text, picture, and color. In Kress’ (2010) multimodality theorization, these communication elements are labeled as modes. The entities of modes, operating, for example, as text, image, and color, contribute immensely to meaning-making potential in the advertising plate (JEWITT; BEZEMER; O’HALLORAN, 2016). Given this belief, either the text or image may share similar contributions to the sensitizing event or that the text can express the meaning of the image through the deposition of the text’s semantic implications. Either the text or image may share similar contributions to the sensitizing event or that the text can express the meaning of the image through the deposition of the text’s semantic implications In this sense, there is an intersectional interaction between the verbal and non-verbal elements. By artifact, the investigation points to the production of wordings and images in advertising as an instance of language to make meanings (HALLIDAY; MATTHIESSEN, 2004) to the audience within the climate of propagated pieces of information
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