{"id":1968,"date":"2023-07-12T19:01:43","date_gmt":"2023-07-12T18:01:43","guid":{"rendered":"https:\/\/icertpublication.com\/?page_id=1968"},"modified":"2023-10-31T15:49:04","modified_gmt":"2023-10-31T15:49:04","slug":"a-multimodal-discourse-analysis-of-five-selected-online-bank-advertisements-vol2issue-3","status":"publish","type":"page","link":"https:\/\/icertpublication.com\/index.php\/sodha-sari-vol-2-issue-03\/a-multimodal-discourse-analysis-of-five-selected-online-bank-advertisements-vol2issue-3\/","title":{"rendered":"A Multimodal Discourse Analysis of Five Selected Online Bank Advertisements vol2,issue-3"},"content":{"rendered":"\t\t
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A Multimodal Discourse Analysis of Five Selected Online Bank \nAdvertisements\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Njoku, Nneka Chinenye and Mbagwu, Ugochi Roberta<\/b>
Department of English Language and Literature,
Alvan Ikoku University of Education, Owerri, Imo State, Nigeria<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Abstract<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Language remains an indispensable tool used in the advertisement world to communicate. Advertisements as forms of communication are goal oriented; they are used to manipulate the viewers or listeners\u2019 emotions not for the sole aim of entertainment but designed to achieve their persuasive goal of selling goods and services. The covid 19 outbreak had a big impact on several industries and the banking sector is not an exception. It is an undeniable fact that current advertising landscape poses a challenge to agencies, all round the world; hence businesses can still experience great result with digital advertising values for those who stay at home. Thus, the problem still remains that people do not look beyond the fascinating coated language, images, colour, gestures, and facial expression among others which have in \u2013depth meaning. This paper investigates the different multimodal elements employed by Banks in the advertisement of their products and services on Facebook. Five screen-shot advertisements of five banks from Facebook were sampled and subjected to descriptive analysis. The Banks are, Access Bank, United Bank for Africa (UBA), First City Monument Bank (FCMB), First Bank of Nigeria and Guarantee Trust Bank (GT). The study is hinged on Kress and van Leeuwen (2006) theoretical approach to multimodal discourse which is heavily anchored on the systemic functional linguistic orientation of Halliday\u2019s (1975) view of language as a social semiotic inspired studies on multimodal socio semiotic. The analysis revealed that bank advertisements are characterized by verbal and visual resources which include images, bold prints, capitalization, gothic writing, figures of speech, phrases, lexical acronym, quotes, punctuation marks and other graphological devices. It also revealed that colour, gesture, facial expression among others is also significant for meaning making of online Bank adverts. The paper concludes that some of these multimodal elements are
embedded in the advert and they have persuasive effects on the audience even during the lock
down situation.
K<\/b>eywords:<\/b> advertisements, commercial banks, internet, multimodal discourse analysis,
persuasion<\/i><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Impact Statement\n<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This paper focused on Online Multimodal Discourse Analysis of five selected Online Bank Advertisements in Nigeria. The work set to find out if multimodal elements which are characterized by verbal and visual resources which include images, bold print, gothic writing and other graphological devices are embedded in online Bank adverts.\u00a0 The data analysis revealed that online Bank advertisements in Nigeria contain multimodal elements and the meaning in relation to the advert was analyzed. It was established from the result of the data analysis that these multimodal elements in Online Bank advertisements speak volume and may have persuasive effects on the audience even from a distance.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Author\u2019s Profile<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Njoku, Nneka Chinenye<\/b>\u00a0<\/span><\/p>

Orcid No: <\/span>https:\/\/orcid.org\/0009-0004-1397-9120<\/span><\/a><\/p>

Nneka Chinenye Njoku is a Lecturer in the Department of English Language and Literature at Alvan Ikoku University of Education, Owerri, Imo State, Nigeria. She holds a Masters degree in English Language, a Post Graduate Diploma in Education and a Post graduate (PhD) student in the University of Portharcourt, Rivers State, Nigeria. Her interest is in providing sound scholarship through research work and to promote reading culture in children. She is an Administrator, an Educationist, a writer and a Researcher. Her research interest include: Phonology and Phonetics of English language, Applied English Linguistics, Morphology & Syntax, Literary Studies.<\/span><\/p>

Mbagwu, Ugochi Roberta<\/b><\/p>

Orcid No: <\/span>https:\/\/orcid.org\/0009-0005-7143-7247<\/span><\/a><\/p>

Dr. Ugochi Roberta Mbagwu is a Senior Lecturer in the Department of English Language and Literature at Alvan Ikoku University of Education, Owerri, Imo State, Nigeria. Her areas of interest include: Phonology of English, Phonetics, Practical listening skills and Applied English Linguistics.<\/span><\/p>

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References<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Access Bank (online) (2019). Available: (https:\/\/www.accessbankplc.com\/about-us\/corporate philosophy (Accessed 6 Dec. 2019).<\/p>\n

Agbede, G.(2016) Stylistics in Advertising: A Comparative analysis of selected bank advertisements in newspapers and magazines from South Africa and Nigeria<\/i>. M.A. Thesis.<\/p>\n

Alabi, V. (2008). Lexico-syntactic, Phonological and Graphological Patterns, Choices and Devices in Discourse. In: Obafemi, O., Ajadi, G.A. and Alabi, V.A. eds. Critical Perspectives on English Language and Literature. <\/i>Ilorin: The Department of English, 162-175.<\/p>\n

Borden, A. (2007). Advertising management text and cases<\/i>. Australia: Woodend Bookshop.<\/p>\n

Crystal, D. (1992). A dictionary of linguistics and phonetics<\/i>. 3rd ed. Oxford: Blackwell.<\/p>\n

Dongyan, L. (2016) \u201cMultimodal Discourse Analysis of the Interpersonal Meaning of TV Advertisements<\/i>, \u201cInternational Journal of Social Science and Humanity vol. 6, no. 12, pp. 934-938.<\/p>\n

First Bank (online) (2019). Available: http:\/\/www.firstbanknigeria.com\/about-us\/our-history\/ (Accessed 6 Dec. 2019).<\/p>\n

First City Monument Bank (online) (2016). Available: http:\/\/www.fcmb.com\/about-us\/fcmb-at-a-glance (Accessed 6 Dec.2019).<\/p>\n

First National Bank (online) (2019). Available: https:\/\/www.fnb.co.za\/about-fnb\/the-world-of-fnb.html (Accessed 6 Dec. 2019).<\/p>\n

Goddard, A. (1998). The language of advertising<\/i>. New York: Routledge.<\/p>\n

Guaranty Trust Bank (online) (2019). Available: <\/span>http:\/\/www.gtbank.com\/aboutgtbank\/our <\/span>company\/historyandhttps:\/\/www.gtbank.com\/images\/documents\/investors\/gtbank%20annual%20report%202013.pdf<\/span> (Accessed 6 Dec. 2019).<\/span><\/p>\n

Halliday, M.A.K. (1978). Language as social semiotic: The social interpretation of language and meaning. <\/i>London: Arnold. https:\/\/www.naijahomebased.com\/list-bank-nigeria\/<\/span><\/p>\n

Ideh, C. F. & Njoegb, H. D. (2017). A systemic functional multimodal account of selected church fliers. EKSU Studies in Language and Literature<\/i>. Vol. 5: No.1. <\/p>\n

Karimova, G.Z. (2014). Defining Advertising: Acarnivalesque perspective. International Journal of Journalism and Mass Communication<\/i>, 1(1):2-10.<\/p>\n

Kress, G. (2010). Multimodality: A social semiotic approach to contemporary communication. London: Routledge.<\/p>\n

Kress, G. & van Leeuwen, T. (1996). Reading images: The grammar of visual design<\/i>. London: Routledge.<\/p>\n

Kress, G. & van Leeuwen, T. (2006). Reading images<\/i>. London: Routledge.<\/p>\n

McCraken, G.(1986). Culture and consumption: Atheoretical account of structure and movement of cultural meaning of consumer goods. Journal of Consumer Research, 13, 1, pp. 71-84.                                                                                                                                                                    <\/span><\/p>\n

Moriarity, S, Mitchell, N. & Wells, W. (2009). Advertising principles and practice. London: Pearson Education Limited. Onanuga, P., &Ademilokun, M. (2014). A multimodal analysis of selected graphic protestations on fuel subsidy removal. In S. Adekoya, R. Taiwo, K. Ayoola, & A. Adegoju (Eds.), <\/span>Current linguistic and literary issues in digital communication in the globalized age <\/i>(pp. 270-303). Ile – Ife: Obafemi Awolowo University<\/span><\/p>\n

Yeibo, E. & Akerele, C. (2014). Graphological foregrounding in Chimamanda Adichie\u2019s Purple Habiscus.<\/p>\n

Zyngier, S. (2001). Towards a Cultural Approach to Stylistics. Cauce, <\/i>24: 365-380. 97 m\/banks-in-Nigeria-commercial-retail-central-bank\/<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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A Multimodal Discourse Analysis of Five Selected Online Bank Advertisements Njoku, Nneka Chinenye and Mbagwu, Ugochi RobertaDepartment of English Language and Literature,Alvan Ikoku University of Education, Owerri, Imo State, Nigeria Abstract Language remains an indispensable tool used in the advertisement world to communicate. Advertisements as forms of communication are goal oriented; they are used to […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":1186,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-1968","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/icertpublication.com\/index.php\/wp-json\/wp\/v2\/pages\/1968","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/icertpublication.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/icertpublication.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/icertpublication.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/icertpublication.com\/index.php\/wp-json\/wp\/v2\/comments?post=1968"}],"version-history":[{"count":25,"href":"https:\/\/icertpublication.com\/index.php\/wp-json\/wp\/v2\/pages\/1968\/revisions"}],"predecessor-version":[{"id":4419,"href":"https:\/\/icertpublication.com\/index.php\/wp-json\/wp\/v2\/pages\/1968\/revisions\/4419"}],"up":[{"embeddable":true,"href":"https:\/\/icertpublication.com\/index.php\/wp-json\/wp\/v2\/pages\/1186"}],"wp:attachment":[{"href":"https:\/\/icertpublication.com\/index.php\/wp-json\/wp\/v2\/media?parent=1968"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}