Social Semiotics and Television Advertisements: Nigerian Example - Adetunji, Adegoke
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This book provides readers with insights into various ideologies conveyed by television advertisements in Nigeria. It reiterates the place of advertisements in promoting products and socio-cultural artifacts and stance of a nation. Nigeria is an example of a multicultural society with unavoidable conflicts as a result of evolving multiple identities and fragmentations. Each ethnic group negotiates a place in the global world and in the Nigerian context. These multiplicities and fragmentations are well articulated. A point of convergence is located between social semiotics and multimodal…mehr

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Produktbeschreibung
This book provides readers with insights into various ideologies conveyed by television advertisements in Nigeria. It reiterates the place of advertisements in promoting products and socio-cultural artifacts and stance of a nation. Nigeria is an example of a multicultural society with unavoidable conflicts as a result of evolving multiple identities and fragmentations. Each ethnic group negotiates a place in the global world and in the Nigerian context. These multiplicities and fragmentations are well articulated. A point of convergence is located between social semiotics and multimodal discourse (multimodality). It states that social semiotics is a broader approach for the analysis of multimodal discourse such as television advertisements. This approach is all-encompassing as it merges verbal and non-verbal language (semiotic resources) as inseparable in conveying advertising messages and socio-cultural viewpoints.
Autorenporträt
Adetunji Adegoke obtained a Master of Arts, English, Obafemi Awolowo University, Ile-Ife, Nigeria. He is a Fulbright Fellow and U.S. Almunus. His research interests are computer mediated discourse, linguistic variation and anthropology, literacy and globalization, literary criticism,social semiotics/multimodality and pentecostal language.