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

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Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media Taofeek O Dalamu; Ogunlusi Gbenga
Ethical Lingua: Journal of Language Teaching and Literature Vol. 7 No. 2 (2020)
Publisher : Universitas Cokroaminoto Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30605/25409190.163

Abstract

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.
Advertising: An Entity of Business Discourse Taofeek O Dalamu; Ke Yang
Ethical Lingua: Journal of Language Teaching and Literature Vol. 9 No. 2 (2022)
Publisher : Universitas Cokroaminoto Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30605/25409190.378

Abstract

This study focused on advertising as an object of business discourse, revealed through grammatical structures and pictorial images in the frameworks. Eight advertisements of beverages and financial institutions were items of the analysis. The Transitivity system of English operated as the concept of processing the texts. Thus, the application of Transitivity informed the calibration of textual frequencies of the string of words in the advertising plates. The researchers observed three perspectives, where advertising elements correlated with business measures. These were: negotiation through communication; conviction to patronise goods and services; and generation of cash, being the pivot of business firms. Budweiser® employed the features of the crown – The king is here, Guinness Gold® utilised glamorous merriment – Savour the flavour, and Coca-Cola® deployed code-mixing – Gbe bottle e!, to negotiate patronisation of goods and services. Skills’ acquisitions, provision of loans, and personal exaltation were subjects, persuading viewers towards consumption in the Zenith®, Goldberg® and Coca-Cola advertisements. Besides, love, culture and religion, illuminated in StanbicIBTC®, UBA®, and Ecobank® were axioms of communications. The thrust of these strategies was to encourage readers to consume the advertised services, which can lead to cash generation for institutions. As a neglect of advertising might be detrimental to business, this study suggested that the propagation of advertisements en mass might heighten business capacities, which could create different grammatical understanding for discourse analysts.
Co-Authors Ke Yang Ogunlusi Gbenga