Adegoke Adetunji

Social Semiotics and Television Advertisements: Nigerian Example: TV Ads Adegoke Adetunji

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.