Tag Archives: advertisement

Impacts of Verbal-visual Elements in Selected Bank Industry Advertisements on Viewers Behaviour in Nigeria (Published)

The study examined the verbal-visual elements in selected banking industry advertisements in Nigeria. Verbal-visual messages are very prominent of recent in advertising activities in our society. It presents both facts, vague, false, state of individual lives and prevalent issues in the whole world. Most industries, including  banks rely on verbal-visual elements in their advertisements to pass their intended messages to target audience. This study explored the way verbal-visual elements are used to relate events and activities of various banks to the world at large on television in order to attract customers’ attention and affect their attitude positively and earn high patronage from the viewers. The study adopted a mixed method, research design, using the three meta functions of meaning as projected by M. A. K. Halliday, elements of reading images by Kress and Van Leewen and survey to determine the impact of verbal-visual elements on television advertisements of selected banks on the viewers. The data comprised of 30 purposively selected banks advertisements from 3 prominent banks.  The banks selected are: First Bank, Zenith Bank and Access Bank. The study revealed that there is interplay between verbal and visual elements used in the adverts which revealed the advertisers intended messages to the viewers. It revealed the viewers’ state of mind on the banks and the effectiveness of the banks services to the general populace. The study concluded that visual and verbal elements mutually reinforce one another as used by the advertisers.

Keywords: Interplay, advertisement, target audience, verbal and elements

An Interpersonal Metafunctional Analysis of Television Advertisements of selected Banks in Nigeria (Published)

The study examined the interpersonal metafunctional meanings of Television Advertisements of selected Banks in Nigeria. Interpersonal metafunctional meanings reflect in advertising activities in our society and text makers always rely on it to get their expected result(s) of passing intended message to the target audience. This study explored the way interpersonal metafunctional meanings are used to relate events and activities of various banks to the world at large on television in order to attract customers’ attention and affect their attitude positively and earn high patronage from the viewers. The study adopted the three meta functions of Halliday’s  2004 theory to determine the kind of social relationship and indicate roles of the participants in the advertisements of selected banks. The data comprised of 9 purposively selected bank advertisements from 3 prominent banks used by both young and old people. The banks selected are: Diamond Bank, Ecobank and Fidelity bank. The study revealed that the indicative mood showed that the subjects in the adverts were majorly topical, while the themes helped in focusing and organising the advertising messages that were being communicated to the viewers and were majorly’ marked’ themes. Also, the result revealed that imperative mood were few in the adverts and this is not surprising since language of advertisements is that of persuading and declaring. The few examples of imperative mood are used to invite the target audience to do something or achieve something together.  The study concluded that indicative – declarative mood is predominant in the adverts and this is not unexpected as the language of adverts is to project what is available as it is to the target audience or potential customers.

 

Keywords: Mood, advertisement, and target audience, interpersonal meaning

The Effects of Alcoholic Television Advertisement on Tertiary Students in Western Region (Published)

Alcoholic advertising in Ghana has portrayed alcoholic products as harmless and socially acceptable to everyone above the age of eighteen years, this has made alcoholic products very popular in the television waves in Ghana. Owing to this, the precious commodity which has contributed to various health and social needs, has become a subject of abuse among students in Western Region. The current study uses a descriptive study and data taken from five hundred (500) students’ respondents to examine the effect of alcoholic television adverts on students in the western region. With the aid of descriptive statistics, graphs, charts and tables were generated for the analysis. The analyses revealed that, majority (71.4%) of the students do not support television advertisement. It was brought to light that several behaviours ranging from vandalism, reckless behaviours, truancy, impaired thinking, and youth behaving violently in school are some of the effects of alcoholic advertisements on students.  Based on the findings delineated in the foregoing paragraph, this study recommends that the regulatory body must also vet the advert content that portrays alcoholic products as harmless and socially acceptable to help reduce its negative impact on students’ education since education is the social institution through which society provides it members with important knowledge, including basic facts, job skills and cultural norms and values and must be protected. Students should be encouraged to watch less harmful television advertisements channels which will reduce the level of alcoholic information they absorb from television channels.

Keywords: AIDA theory, Abuse, Alcohol, Social Learning, Television, advertisement, tertiary students

An Interpersonal Metafunctional Analysis of Television Advertisements of selected Banks in Nigeria (Published)

The study examined the interpersonal metafunctional meanings of Television Advertisements of selected Banks in Nigeria. Interpersonal metafunctional meanings reflect in advertising activities in our society and text makers always rely on it to get their expected result(s) of passing intended message to the target audience. This study explored the way interpersonal metafunctional meanings are used to relate events and activities of various banks to the world at large on television in order to attract customers’ attention and affect their attitude positively and earn high patronage from the viewers. The study adopted the three meta functions of Halliday’s  2004 theory to determine the kind of social relationship and indicate roles of the participants in the advertisements of selected banks. The data comprised of 9 purposively selected bank advertisements from 3 prominent banks used by both young and old people. The banks selected are: Diamond Bank, Ecobank and Fidelity bank. The study revealed that the indicative mood showed that the subjects in the adverts were majorly topical, while the themes helped in focusing and organising the advertising messages that were being communicated to the viewers and were majorly’ marked’ themes. Also, the result revealed that imperative mood were few in the adverts and this is not surprising since language of advertisements is that of persuading and declaring. The few examples of imperative mood are used to invite the target audience to do something or achieve something together. The study concluded that indicative – declarative mood is predominant in the adverts and this is not unexpected as the language of adverts is to project what is available as it is to the target audience or potential customers.

Keywords: Mood, advertisement, and target audience, interpersonal meaning

The Apple Store as a site of language ideologies: Arabic language as an example (Published)

Even though advertisements are thought to be mainly published for economic reasons, they are not ideology neutral. In online platforms, developers of language learning apps will need to advertise in a way that reaches a larger population and is persuasive. Utilizing Critical Discourse Analysis (Fairclough, 1992), Multimodal Discourse Analysis (Kress and van Leeuwen, 2008), and Bhatia’s (1993) model of rhetorical moves, this study explores how developers of some Arabic Language Learning Applications (ALLAs) make use of discursive rhetorical persuasive strategies to advertise their products. The study also investigates how these advertisements can be ideology loaded by analyzing the descriptions of three ALLAs available on the Apple store. Findings show that ALLA developers connect the Standard Arabic language with Islamic religion and the Arabs’ identity as a rhetorical persuasive move. Also, success in Arabic language learning is promised with native Arabic speakers. Other moves link Islam to multimodal discursive units, such as colors and textile.

Keywords: Apple Store, Arabic, Ideology, advertisement, rhetorical

Internet Users’ Attitude towards Web Banner Advertisement (Published)

This research has explored the behaviors and attitudes of internet users towards web banners. How people behave when they encounter banner adverts? The rationale behind conducting this research is that nowadays internet is actively serving as a major medium for advertisement (KRIGE, 2008), but what sort of attitudes do people carry towards web banners? What are the impacts of web banner on the internet users? Do people have positive/negative attitudes about them? It has investigated why people click/do not click on banners adverts? It has been observed that in similar situations genders behave differently (KRIGE, 2008), so this research has also studied that different genders react differently towards web banners. Another objective was that, to find out the ways through which online display advertising agencies can make web banners more effective and appealing. This research has investigated the behaviors and feelings towards web banners in order to increase the effectiveness of web adverts. In order to bring the important aspects of previous studies related to this topic in lime light, a detailed review of literature has been conducted. This is an exploratory research, because behaviors and attitudes of different people with different genders have been explored (Saunders, et al., 2011). Inductive approach has been used and phenomenological philosophy has been adopted. A survey through semi structured interview has been conducted. Convenience sampling has been done. Classical content analysis has done and the sample size is 100 interviews for this research. This research is limited to Karachi only and only those were interviewed who were familiar to internet. It is found from the survey that most of the people don’t like web banners, there are some internet users who ignore web banners and there are few who like web banners. Therefore on the bases of the respondents input the attitudes of net users are classified into to two types negative and positive. There are many people who have negative attitudes towards web banners and there are few who have positive attitude towards web banners. Mostly people find web banners irritating, irrelevant and threatening and few who have positive attitudes, think that they are entertaining and informative. Most of the people think that web banners show irrelevant information, show erotic feature, and slow down internet speed and mostly females consider web banners as viruses. Those who have positive attitudes, say that web banners show discounts, keep up to date and provide relevant information. People have different attitudes in different situations and majority of the people want to see web banners on the right-hand side of the web site. This study is very valuable for all the web advertisers because it will help them to improve the effectiveness of web banners. Therefore, they can gauge the attention of internet users. It illustrates the information about different attitudes of people towards internet advertising and it will also create awareness among those who don’t know about web banners.

Keywords: Ads Banner, Internet Users' Attitude, Mobile Advertising, Online Advertisement, Pixel Advertising, Pop Ups, Targeted Audience, Web Ads, Web Banner, advertisement

EVALUATION OF ADVERTISEMENT TAX POLICY IN OGAN KOMERING ILIR DISTRICT SOUTH SUMATRA PROVINCE (Published)

Evaluation of the Policy on Advertising Taxes of Ogan Komering Ilir District, South Sumatera Province,” Discuss the problems of still rampant installation or placement of billboards and advertisements which, technically, violate the existing rules and there were many violations in their administrative processes, from billboard permit either for new or renewal applications; the objective of this research is to formulate new concepts about theory of public policy as a part of the science of public administration, in its relationship with the development of studies about evaluation of advertisement tax policy. The method used here was a qualitative method. Data source consists of primary and secondary data sources and was subject to empirical state or condition. Data were collected by conducting observations, in-depth interviews, and documentary study. Based of the results of this research and from each criterion it can be seen that: (1) Specification analysis, there were still many complaints regarding services which were too complicated, not systematical, and not transparent, and even some deviations occurred; (2) Assessment analysis, there was not a uniform perception among team evaluators regarding their functions, respectively, so that the integration between the evaluators did not go well. (3) The results of analysis in policy evaluation, the evaluator team lack rigorous stance in evaluating policies. (4) Recommendations regarding billboard tax policy evaluation, the evaluator team did not understand well the purpose of evaluation of policy on advertisement tax. The policy evaluators still showed mental weakness and the evaluator team was not integrated well in conducting their duties.

Keywords: Evaluation, Policy, advertisement