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All Journal Ethical Lingua: Journal of Language Teaching and Literature
Taofeek Olaiwola Dalamu
University of Lagos
Humanities Languange, Linguistic, Communication & Media

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Analyzing Advertising Specimen within the Scope of Circumstantial Choices: A Case Study of Airtel® Advertisements Taofeek Olaiwola Dalamu
Ethical Lingua: Journal of Language Teaching and Literature Vol. 5 No. 1 (2018)
Publisher : Universitas Cokroaminoto Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1402.095 KB) | DOI: 10.30605/ethicallingua.v5i1.634

Abstract

This study focused on the Airtel’s Always On slogan to elucidate alternating choices constructed to build strong relationships with subscribers. The proceeding semiotic paradigms were strategic discourses communicated to dominate some facets of human endeavors serving, perhaps, as signals to operational capacities of Airtel®. Halliday’s concepts of the Paradigmatic Order and Circumstantial facilities of the Transitivity system were applied to seven ads of the Always On to assist in deriving both structural and semantic values from the switching linguistic elements. Tables and a graph provided supports for the analysis as indicators of the recurring components of the analyzed structural choices. The study showed that Always On is synonymous with Airtel in terms of operational consistency. It revealed further that creativity was not limited to the phrases proceeding Always On but that the choice inventions were extended to background images playing supportive roles in the persuasion. The Circumstantial functioned as cause, manner and role with reliable service provisions. The switches provided recipients avenues to generate diverse meaning potential that could naturally stimulate individuals to consumption. The study concluded that the alternating devices did not only fascinate persuasion but also demonstrated systemic creativity of enlightenment.
A Preliminary Exposé of Systemic Functional Theory Fundamentals Taofeek Olaiwola Dalamu
Ethical Lingua: Journal of Language Teaching and Literature Vol. 4 No. 2 (2017)
Publisher : Universitas Cokroaminoto Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1066.486 KB) | DOI: 10.30605/ethicallingua.v4i2.414

Abstract

The study attempted to explain fundamentals of Systemic Functional Theory as textual analytical instruments. The basis was to demonstrate the applications of Ideational, Interpersonal and Textual Metafunctions as alternative semiotic resources that provide composite meaning potential to the structure of the clause. For illustration, six clauses in the advert of Premium Pension Limited were used as textual elements which the three metafunctions were applied. The study revealed conditionality, sensitizationality, judgmentality as well as integrity as the nuggets of the message. In addition, the ad tends to propound solutions to the financial security of the future of the people. The solution is for the recipients to negotiate and begin savings with Premium Pension Limited whose concern is how to care for the people in their old age. Above all, the study concluded that Halliday’s theory as a very practicable tool of textual analysis for researchers.
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