Textual Artifact of Advertising: A Thrust of Halliday’s Mood System Resources

Dalamu, Taofeek

doi:10.1590/1984-6398201912854

Cited by 4 publications

(3 citation statements)

References 25 publications

(41 reference statements)

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“…It is in that regard that cultural treasures of the interactive participants (meaners and viewers) play great roles in deducing meaning potentials. The exchange of the individual mode potentials, drawing on Halliday and Matthiessen's (2014) conceptual gradients, is in the spheres of give information, demand information, give goods-&-services, and demand goods-&-services (Dalamu 2019c). The construct refers that represented participants (communicative modes) and interactive participants (designers and readers) are involved in dialogic interactions, communicating meaning to persuade readers.…”

Section: Discussion and Analysismentioning

confidence: 99%

Social semiotic genre: exploring the interplay of words and images in advertising

Dalamu¹

2022

AFLLM

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This study examined the interplay of pictorial and written modes that position advertising as a multimodal genre, explainable through a social semiotic perspective. Eight advertisements of the financial, telecommunications, and beverage products functioned as devices of analysis. Nevertheless, multimodal communicative acts served as the processing tool, elucidating the meaning potentials of the advertising configurations. Having deployed a system of multimodal interacts, tables and graphs assisted in accounting for the frequency of the semiotic resources of the written modes. The analysis indicated large and highlighted fonts (Celebrating the world’s no. 1 fixer), repetitions (Guinness, Maltina, real deal), and deviant constructs (EazyLoans, GTWorld) as elements of propagating intended messages. The deployment of codes (*966*11#, 737) and fragmented clauses (Over N100 million worth of airtime) played some roles in the meaning-making operations. Of significance is the Guinness’ conceptual “digits” of 17:59, contextualising the year, time, and channel of promotional benefits. Though questions (Have you called mum today?), offer (It can be), and minor clauses (Welcome to Guinness time) were parts of the communicative systems, statements (Terms and condition apply) and commands (Enjoy the complete richness of Maltina) dominated the entire dialogues. One might suggest that communicators should endeavour to deploy apt constructions and create eye-lines between participants as means of sensitising readers into consumption.

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Section: Discussion and Analysismentioning

confidence: 99%

Social semiotic genre: exploring the interplay of words and images in advertising

Dalamu¹

2022

AFLLM

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“…Advertising, an enigmatic enterprise of provoking people to consumption, seems a go-getter and prescriptive business. These qualities inspire the craft to have a close affinity with scientific (plain text) and poetic (hazy text) communicative styles (Dalamu, 2019). The two sides of a coin fall within the conceptual profile of what Cook (2001) labels as the determinate and indeterminate construals.…”

Section: Determinate and Indeterminate Notionsmentioning

confidence: 99%

Revitalizing Cultural Characteristics in Advertising in Nigeria Within a Sketch of Systemic Paradigm

Dalamu

Ogunlusi

2020

anagramas rumbos sentidos comun.

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This study investigated cultural pieces of advertising to indicate the ways that publicists deploy socio-cultural resources as normative channels of persuading readers to consumption. To achieve that goal, ten advertisements of financial, food, and telecommunications industries, harvested from The Punch newspaper, the Internet and erected advertising frameworks, functioned as data of analysis. After stratifying the advertisements into appropriate organizations, the terminology of ‘Below the clause’, functioned as the processing instrument. This allowed the application of graphic illustrations to account for the frequency of communicative components. The analysis revealed the employment of nominal groups (the lessons; this Eid) as playing dominant roles in the constructs, verbal groups (taste; celebrate) and prepositional phrases (from all of us at Fidelity Bank®; of commerce), also operated as stimulating structures. Although negligible, minor clause (Happy Workers’ Day; Eid Mubarak) are relevant grammatical elements of inducement. Besides anchorage and relaying functions interlocking the texts, one observed ambiguity (your work; Bae) in the Union Bank® and Wema Bank® advertisements. Connotations facilitated the communication of Mama don land and the big bottle of Coca-Cola®; the spirit of our nation and green-white-green dresses; your work and Maman Aisha; and the sacrifice of Christ with the crown of thorns. Contexts such as Yorùbá traditions, family ffairs, religious nuances, savings, and historical notions are propagated cultural endowments that influenced the advertisements’ meaning potential. As a result, the analysts might suggest that advertisers ought to consistently decorate their campaigns with cultural fortunes. Such behavior has the capacity to educate and influence readers to consumption in their various regional domains.

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“…In the rhematic domain, the component, strike, positions Fame as a personified entity (Brierley, 1995;Hermerén, 2001). Fame, though, a quality of human beings, is an abstract artifact (Dalamu, 2019c). Unarguably, popularity of anyone cannot be considered as a living article.…”

Section: Admentioning

confidence: 99%

Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media

Dalamu¹,

Ogunlusi

2020

Ethical Lingua

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The meaning that a communicator intends to make determines the choice of the lexemes that the individual employs. Thus, this study explored the textual choices of MTN advertisements; as such entities were utilised to generate meaning potential. Seven advertisements of MTN functioned as the objects of analysis. The application of Halliday’s Theme-Rheme theoretical lens permitted the processing of the MTN advertisements into various semiotic slots. Such conceptual procedure informed the calibration of the textual components into different frequencies, using the table and graph to demonstrate clearer pictures of the outcomes. Observations showed the kinds of MTN advertising textual choices in two distinct sequences. The first was the thematic choices in the form of marked (As Nigerians, we can weave…), unmarked (Friends are the reason…) and conjunctive logical (so, and, that) constructs. The second aspect was the clause choices available in the texts. These clause choices emanated as declarative (Love is a feeling…), imperative (So reach out) with predicated themes (Share the priceless gift of love), and interrogative (Are you in love?) elements. One could also acknowledge disjunctive grammar (A year of new challenges…) and minor clauses (Happy Valentine’s Day), operating in the communications. Contextually, the study might influence the MTN telecommunications operator to review the nature of textual choices of persuasion, having understood the structures available in the current analysis.

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Textual Artifact of Advertising: A Thrust of Halliday’s Mood System Resources

Cited by 4 publications

References 25 publications

Social semiotic genre: exploring the interplay of words and images in advertising

Social semiotic genre: exploring the interplay of words and images in advertising

Revitalizing Cultural Characteristics in Advertising in Nigeria Within a Sketch of Systemic Paradigm

Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media

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