This study examines the growth and developments of the Afrobeat genre in Nigeria, indisputably be... more This study examines the growth and developments of the Afrobeat genre in Nigeria, indisputably began from Fela Anikulapo Kuti to Portable Omolalomi. Apart from the Afrobeat historical accounts featured in the research, the goal is to demonstrate the linguistic patterns of Fela and Portable regarding the Nigerian society. With the deployment of the morphological terms as the conceptual framework, the authors are able to calibrate the deployment of Fela's and Portable's Yoruba, Pidgin and coinage linguistic structures into graphical representations. The results indicate that Fela constructs more of Pidgin lexemes such as wayo (cunning), shuffering and shmiling(suffering and smiling), roforofo fight (terrible confrontation), shakaraoloje (bragging), monkey banana (food for the poor) and basket mouth (unchecked expressions). Portable deploys coinages such as zeh (success and glory), gawu (livelihood), koolu (unfriendly situation), azaman (a wise person), shagba bundle (excess wealth), and bizabiza (excessive energy) in his lyrics. Some of these linguistic devices appear in the form of codeswitching (juba pope; spirit bembem) meaning to respect Pope and wake the vibrant spirit up to achieve glorious things. Besides the entertainment inclination of music, the Afrobeat/hip-hop artistes could prioritise promoting social issues regarding the citizen's welfare in their lyrics.
This study examines the growth and developments of the Afrobeat genre in Nigeria, indisputably be... more This study examines the growth and developments of the Afrobeat genre in Nigeria, indisputably began from Fela Anikulapo Kuti to Portable Omolalomi. Apart from the Afrobeat historical accounts featured in the research, the goal is to demonstrate the linguistic patterns of Fela and Portable regarding the Nigerian society. With the deployment of the morphological terms as the conceptual framework, the authors are able to calibrate the deployment of Fela's and Portable's Yoruba, Pidgin and coinage linguistic structures into graphical representations. The results indicate that Fela constructs more of Pidgin lexemes such as wayo (cunning), shuffering and shmiling(suffering and smiling), roforofo fight (terrible confrontation), shakaraoloje (bragging), monkey banana (food for the poor) and basket mouth (unchecked expressions). Portable deploys coinages such as zeh (success and glory), gawu (livelihood), koolu (unfriendly situation), azaman (a wise person), shagba bundle (excess wealth), and bizabiza (excessive energy) in his lyrics. Some of these linguistic devices appear in the form of codeswitching (juba pope; spirit bembem) meaning to respect Pope and wake the vibrant spirit up to achieve glorious things. Besides the entertainment inclination of music, the Afrobeat/hip-hop artistes could prioritise promoting social issues regarding the citizen's welfare in their lyrics.
The study traces the historical phenomenon of Saint Nicholas, the renowned icon known as Santa Cl... more The study traces the historical phenomenon of Saint Nicholas, the renowned icon known as Santa Claus. The objective is to demonstrate how advertisers have seized the virtues of Santa Claus as an article of persuading consumers. Owing to the interdisciplinary nature of this enquiry exemplified in the domains of history, linguistics and advertising, the concept of ideology enraptured in interpellation is adopted as both the analytical tool and discursive assistant to unravel the data meaning-making potentiality. The author utilizes twelve adverts associated with Santa Claus as illustrations in which six of them are from the Coca-cola Company ® as a reference of honour as well as a signal to the role the institution plays in promoting the heroic persona. The study reveals the universality and acceptability of Santa Claus in global affairs during the Yuletide season. That hegemonic influence is perceived as motivation for advertisers to project Santa Claus in a civilized way as a cook, a dove or an angel, a car lover or owner, an alcoholic or a lover of alcohol, and a banker. Santa Claus with his traditional values enthralled in kindness to humanity is further represented as a parsimonious person somehow addicted to sugary contents without any unhealthy resultant effects. In all, the traditional etiquette of Santa Claus established by Saint Nicholas and promoted by Coca-cola ® , the study suggests, is worthy of emulation for all. Perhaps, through such characteristic adoption the political violence and terrorism intimidating the world can be laid to rest in no time and at less cost.
This paper argued that advertising contains variegated texts that theoretical terminologies are c... more This paper argued that advertising contains variegated texts that theoretical terminologies are capable of exemplifying. Thus, ten beverage advertisements, among other types were chosen for analysis. Halliday's mood exchange resources decomposed the texts into meaningful components, which were further calculated with tables and graphs. The calibration indicated that Complement (official milk, Uncle Thomas), Adjunct (with *826#, of Akwa Ibom), and Predicator (Dial, Drink) were dominant grammatical forms of semiosis sometimes appearing without the Subject and Finite elements. Moreover, the examination revealed exchanges initiated in the "interactions" as operating in the spheres of half-constitutive and half-ancillary organs that are significantly associated with socio-cultural norms. Prominent in the text were features of products, personal benefits and textual exaltations. Theoretical mediums, as this study suggests, would serve to uncover communication details to influence the authorities on advertising regulations.
This study investigates the nature of modal constructs in advertising commercial, operational in ... more This study investigates the nature of modal constructs in advertising commercial, operational in Oral-B® Toothpaste, to explain the mechanistic integration of modes, unified to generate holistic meaning. With the application of the mood system and kinesics concepts, the author is able to interpret the video for readers. Besides using statistical substances (tables and graphs) to explore the modes, one observes fragmentation of structures of some linguistic items such as The answer?, Easy, still fresh and strong. Repetition is a concern, where the communicator deploys the generic You, your teeth, and your mouth for a reason of emphasis. Communicative devices such as strong and healthy, and long lasting fresh breath (feeling) are details, exemplifying the Oral-B’s 2-IN-1 qualities. Gestural modes of smiling, observed in a repetitive speeches of Smile, Smile, Smile, and intimate and personal distances augment meanings as Social Actors 1 and 2 are indexical participants. Metaphorical professional actors and the dual 2-IN-1 features characterize the communication, projecting interchangeability. The advertisement is fascinating; yet, the metaphor of interchangeability could have been simplified for a purpose of sensitizing the illiterate.
This study explored the employment of advertising texts as tools for teaching grammar to for-eign... more This study explored the employment of advertising texts as tools for teaching grammar to for-eign learners of English, as their constituent organisation is assumed to enhance the understanding of some grammatical details. Ten advertisements of beverages, banks, telecommunications, condiments, cream, and soap served as the research material. After the application of the grammar of interaction to the communicative components, the tables and graphs functioned to calibrate the grammatical mnemonics and semantic resources of the clauses. This study analysed the use of orthographic clauses, Six Countries, Six Voices, and One Song;alphanumeric clauses, Dial *966*911# to stop debit transactions on your account; and compounding, DataPlus, Smartphone as qualities of advertising. One also observed novel constructions such asEazyBanking and Souper; acronyms, as in UBA United Bank for Africa; and hash-tag as in #EachForE-qual, as well as the deployment of interspersed and splintered grammatical ...
Anuari de Filologia: Llengües i Literatures Modernes, Jan 3, 2022
This study examined the interplay of pictorial and written modes that position advertising as a m... more This study examined the interplay of pictorial and written modes that position advertising as a multimodal genre, explainable through a social semiotic perspective. Eight advertisements of the financial, telecommunications, and beverage products functioned as devices of analysis. Nevertheless, multimodal communicative acts served as the processing tool, elucidating the meaning potentials of the advertising configurations. Having deployed a system of multimodal interacts, tables and graphs assisted in accounting for the frequency of the semiotic resources of the written modes. The analysis indicated large and highlighted fonts (Celebrating the world's no. 1 fixer), repetitions (Guinness, Maltina, real deal), and deviant constructs (EazyLoans, GTWorld) as elements of propagating intended messages. The deployment of codes (*966*11#, 737) and fragmented clauses (Over N100 million worth of airtime) played some roles in the meaning-making operations. Of significance is the Guinness' conceptual "digits" of 17:59, contextualising the year, time, and channel of promotional benefits. Though questions (Have you called mum today?), offer (It can be), and minor clauses (Welcome to Guinness time) were parts of the communicative systems, statements (Terms and condition apply) and commands (Enjoy the complete richness of Maltina) dominated the entire dialogues. One might suggest that communicators should endeavour to deploy apt constructions and create eye-lines between participants as means of sensitising readers into consumption.
The study demonstrated the resourcefulness of Halliday's system network for defining a semant... more The study demonstrated the resourcefulness of Halliday's system network for defining a semantic field of text. The application of the terminological strands of from below, from around, and from above to an advertisement of Central Bank of Nigeria permitted the computation of the grammatical communicative facilities. Structurally, the study revealed imperatives and declaratives, accommodated prominently in Adjunct, Predicator, and Complement as functional elements, exhibited in nominal groups. The semantic derivatives relied on giving information and demanding goods-&- services to persuade readers. Importantly, observations revealed modulated instruments of can and will, and modal adjuncts of now and simply, authenticating user-friendly method, urgency, and the merits of the Bank Verification Number (BVN) registration. The interaction further demonstrated the easy steps of the registration exercise with material processes such as walk, fill, submit, and collect. Given these illum...
This study analyzes campaign resources that Hillary Clinton and Donald Trump deployed to persuade... more This study analyzes campaign resources that Hillary Clinton and Donald Trump deployed to persuade the American electorate during the 2016 US Presidential Campaigns. The researcher considers eighteen advertisements as well as selected critical speeches representing their expansive campaign substances. Halliday's Ideational Metafunction serves as the device for processing the texts. A combination of quantitative and qualitative approaches is adopted to illuminate textual discourse features. The study demonstrates the extensive deployment of Material Processes for getting things done and Mental Processes to influence voters' psychological perspectives on issues to avoid any turbulent incitements. Further revelations exhibit the greatness of America as prime and sacred, outweighing personal interest of Hillary or Donald, becoming the next American President. That seems the reason for utilizing discourse materials negating enmity. As linguistic choices are great communicative too...
Images-cum-texts are remarkable instruments of persuasion; that seems the reason for their romant... more Images-cum-texts are remarkable instruments of persuasion; that seems the reason for their romantic intimacy in many advertising communications. Thus, this paper examined some connections that exist among the product, image, and text as devices communicating a single message to readers. Ten advertisements focusing on food items and telecommunications were utilized for analysis. The concepts of coherence as well as cohesion, expressed through interpersonal interactions were prerogatives of expounding the textual interconnectivity of the clauses. This study revealed an association of meaning potential within the generic domains of poetry and prose as fascinating devices to attract consumers. Texts played a distinct role of relaying images and a collaborative function to anchor images to achieve persuasion. Contextually, socio-cultural settings of enjoyment, happiness, self-exaltation and vigor in the form of personification characterized consumers’ sensitizations. Besides, the adverti...
The study investigated the shades of the Anglo-Nigerian Pidgin application in advertising. It des... more The study investigated the shades of the Anglo-Nigerian Pidgin application in advertising. It described the constructs in the ads with their meaning potential as convincing edifices. Eight ads in the domains of food, telecommunications, and financial industries were considered for analysis. The conceptual slope rests on the ‘clause as message’ which Halliday (1994) construes as Theme/Rheme as an illustration of the point of departure of the textual information. The study reveals that the Anglo-Nigerian Pidgin components are constructed in ads in order to meet communicative demand between products and consumers. However, there are no guiding principles in the organic structures of the clauses. The absence of grammatical rules makes the clauses to be disorganized for each communicator determines the weave of the constituents. As a result of the linguistic anarchy, there is no one-on-one structural translation into English. The study demonstrates further that clipping (e.g wazo), neologism (e.g. confam), reconstruction (e.g. orijinal), local language (e.g. shikini), etc. are linguistic facilities of persuasion in the texts. The study concluded that Anglo-Nigeria Pidgin constructions demonstrate language dynamism in terms of syntactic and semantic realizations.
This study examines the growth and developments of the Afrobeat genre in Nigeria, indisputably be... more This study examines the growth and developments of the Afrobeat genre in Nigeria, indisputably began from Fela Anikulapo Kuti to Portable Omolalomi. Apart from the Afrobeat historical accounts featured in the research, the goal is to demonstrate the linguistic patterns of Fela and Portable regarding the Nigerian society. With the deployment of the morphological terms as the conceptual framework, the authors are able to calibrate the deployment of Fela's and Portable's Yoruba, Pidgin and coinage linguistic structures into graphical representations. The results indicate that Fela constructs more of Pidgin lexemes such as wayo (cunning), shuffering and shmiling(suffering and smiling), roforofo fight (terrible confrontation), shakaraoloje (bragging), monkey banana (food for the poor) and basket mouth (unchecked expressions). Portable deploys coinages such as zeh (success and glory), gawu (livelihood), koolu (unfriendly situation), azaman (a wise person), shagba bundle (excess wealth), and bizabiza (excessive energy) in his lyrics. Some of these linguistic devices appear in the form of codeswitching (juba pope; spirit bembem) meaning to respect Pope and wake the vibrant spirit up to achieve glorious things. Besides the entertainment inclination of music, the Afrobeat/hip-hop artistes could prioritise promoting social issues regarding the citizen's welfare in their lyrics.
This study examines the growth and developments of the Afrobeat genre in Nigeria, indisputably be... more This study examines the growth and developments of the Afrobeat genre in Nigeria, indisputably began from Fela Anikulapo Kuti to Portable Omolalomi. Apart from the Afrobeat historical accounts featured in the research, the goal is to demonstrate the linguistic patterns of Fela and Portable regarding the Nigerian society. With the deployment of the morphological terms as the conceptual framework, the authors are able to calibrate the deployment of Fela's and Portable's Yoruba, Pidgin and coinage linguistic structures into graphical representations. The results indicate that Fela constructs more of Pidgin lexemes such as wayo (cunning), shuffering and shmiling(suffering and smiling), roforofo fight (terrible confrontation), shakaraoloje (bragging), monkey banana (food for the poor) and basket mouth (unchecked expressions). Portable deploys coinages such as zeh (success and glory), gawu (livelihood), koolu (unfriendly situation), azaman (a wise person), shagba bundle (excess wealth), and bizabiza (excessive energy) in his lyrics. Some of these linguistic devices appear in the form of codeswitching (juba pope; spirit bembem) meaning to respect Pope and wake the vibrant spirit up to achieve glorious things. Besides the entertainment inclination of music, the Afrobeat/hip-hop artistes could prioritise promoting social issues regarding the citizen's welfare in their lyrics.
The study traces the historical phenomenon of Saint Nicholas, the renowned icon known as Santa Cl... more The study traces the historical phenomenon of Saint Nicholas, the renowned icon known as Santa Claus. The objective is to demonstrate how advertisers have seized the virtues of Santa Claus as an article of persuading consumers. Owing to the interdisciplinary nature of this enquiry exemplified in the domains of history, linguistics and advertising, the concept of ideology enraptured in interpellation is adopted as both the analytical tool and discursive assistant to unravel the data meaning-making potentiality. The author utilizes twelve adverts associated with Santa Claus as illustrations in which six of them are from the Coca-cola Company ® as a reference of honour as well as a signal to the role the institution plays in promoting the heroic persona. The study reveals the universality and acceptability of Santa Claus in global affairs during the Yuletide season. That hegemonic influence is perceived as motivation for advertisers to project Santa Claus in a civilized way as a cook, a dove or an angel, a car lover or owner, an alcoholic or a lover of alcohol, and a banker. Santa Claus with his traditional values enthralled in kindness to humanity is further represented as a parsimonious person somehow addicted to sugary contents without any unhealthy resultant effects. In all, the traditional etiquette of Santa Claus established by Saint Nicholas and promoted by Coca-cola ® , the study suggests, is worthy of emulation for all. Perhaps, through such characteristic adoption the political violence and terrorism intimidating the world can be laid to rest in no time and at less cost.
This paper argued that advertising contains variegated texts that theoretical terminologies are c... more This paper argued that advertising contains variegated texts that theoretical terminologies are capable of exemplifying. Thus, ten beverage advertisements, among other types were chosen for analysis. Halliday's mood exchange resources decomposed the texts into meaningful components, which were further calculated with tables and graphs. The calibration indicated that Complement (official milk, Uncle Thomas), Adjunct (with *826#, of Akwa Ibom), and Predicator (Dial, Drink) were dominant grammatical forms of semiosis sometimes appearing without the Subject and Finite elements. Moreover, the examination revealed exchanges initiated in the "interactions" as operating in the spheres of half-constitutive and half-ancillary organs that are significantly associated with socio-cultural norms. Prominent in the text were features of products, personal benefits and textual exaltations. Theoretical mediums, as this study suggests, would serve to uncover communication details to influence the authorities on advertising regulations.
This study investigates the nature of modal constructs in advertising commercial, operational in ... more This study investigates the nature of modal constructs in advertising commercial, operational in Oral-B® Toothpaste, to explain the mechanistic integration of modes, unified to generate holistic meaning. With the application of the mood system and kinesics concepts, the author is able to interpret the video for readers. Besides using statistical substances (tables and graphs) to explore the modes, one observes fragmentation of structures of some linguistic items such as The answer?, Easy, still fresh and strong. Repetition is a concern, where the communicator deploys the generic You, your teeth, and your mouth for a reason of emphasis. Communicative devices such as strong and healthy, and long lasting fresh breath (feeling) are details, exemplifying the Oral-B’s 2-IN-1 qualities. Gestural modes of smiling, observed in a repetitive speeches of Smile, Smile, Smile, and intimate and personal distances augment meanings as Social Actors 1 and 2 are indexical participants. Metaphorical professional actors and the dual 2-IN-1 features characterize the communication, projecting interchangeability. The advertisement is fascinating; yet, the metaphor of interchangeability could have been simplified for a purpose of sensitizing the illiterate.
This study explored the employment of advertising texts as tools for teaching grammar to for-eign... more This study explored the employment of advertising texts as tools for teaching grammar to for-eign learners of English, as their constituent organisation is assumed to enhance the understanding of some grammatical details. Ten advertisements of beverages, banks, telecommunications, condiments, cream, and soap served as the research material. After the application of the grammar of interaction to the communicative components, the tables and graphs functioned to calibrate the grammatical mnemonics and semantic resources of the clauses. This study analysed the use of orthographic clauses, Six Countries, Six Voices, and One Song;alphanumeric clauses, Dial *966*911# to stop debit transactions on your account; and compounding, DataPlus, Smartphone as qualities of advertising. One also observed novel constructions such asEazyBanking and Souper; acronyms, as in UBA United Bank for Africa; and hash-tag as in #EachForE-qual, as well as the deployment of interspersed and splintered grammatical ...
Anuari de Filologia: Llengües i Literatures Modernes, Jan 3, 2022
This study examined the interplay of pictorial and written modes that position advertising as a m... more This study examined the interplay of pictorial and written modes that position advertising as a multimodal genre, explainable through a social semiotic perspective. Eight advertisements of the financial, telecommunications, and beverage products functioned as devices of analysis. Nevertheless, multimodal communicative acts served as the processing tool, elucidating the meaning potentials of the advertising configurations. Having deployed a system of multimodal interacts, tables and graphs assisted in accounting for the frequency of the semiotic resources of the written modes. The analysis indicated large and highlighted fonts (Celebrating the world's no. 1 fixer), repetitions (Guinness, Maltina, real deal), and deviant constructs (EazyLoans, GTWorld) as elements of propagating intended messages. The deployment of codes (*966*11#, 737) and fragmented clauses (Over N100 million worth of airtime) played some roles in the meaning-making operations. Of significance is the Guinness' conceptual "digits" of 17:59, contextualising the year, time, and channel of promotional benefits. Though questions (Have you called mum today?), offer (It can be), and minor clauses (Welcome to Guinness time) were parts of the communicative systems, statements (Terms and condition apply) and commands (Enjoy the complete richness of Maltina) dominated the entire dialogues. One might suggest that communicators should endeavour to deploy apt constructions and create eye-lines between participants as means of sensitising readers into consumption.
The study demonstrated the resourcefulness of Halliday's system network for defining a semant... more The study demonstrated the resourcefulness of Halliday's system network for defining a semantic field of text. The application of the terminological strands of from below, from around, and from above to an advertisement of Central Bank of Nigeria permitted the computation of the grammatical communicative facilities. Structurally, the study revealed imperatives and declaratives, accommodated prominently in Adjunct, Predicator, and Complement as functional elements, exhibited in nominal groups. The semantic derivatives relied on giving information and demanding goods-&- services to persuade readers. Importantly, observations revealed modulated instruments of can and will, and modal adjuncts of now and simply, authenticating user-friendly method, urgency, and the merits of the Bank Verification Number (BVN) registration. The interaction further demonstrated the easy steps of the registration exercise with material processes such as walk, fill, submit, and collect. Given these illum...
This study analyzes campaign resources that Hillary Clinton and Donald Trump deployed to persuade... more This study analyzes campaign resources that Hillary Clinton and Donald Trump deployed to persuade the American electorate during the 2016 US Presidential Campaigns. The researcher considers eighteen advertisements as well as selected critical speeches representing their expansive campaign substances. Halliday's Ideational Metafunction serves as the device for processing the texts. A combination of quantitative and qualitative approaches is adopted to illuminate textual discourse features. The study demonstrates the extensive deployment of Material Processes for getting things done and Mental Processes to influence voters' psychological perspectives on issues to avoid any turbulent incitements. Further revelations exhibit the greatness of America as prime and sacred, outweighing personal interest of Hillary or Donald, becoming the next American President. That seems the reason for utilizing discourse materials negating enmity. As linguistic choices are great communicative too...
Images-cum-texts are remarkable instruments of persuasion; that seems the reason for their romant... more Images-cum-texts are remarkable instruments of persuasion; that seems the reason for their romantic intimacy in many advertising communications. Thus, this paper examined some connections that exist among the product, image, and text as devices communicating a single message to readers. Ten advertisements focusing on food items and telecommunications were utilized for analysis. The concepts of coherence as well as cohesion, expressed through interpersonal interactions were prerogatives of expounding the textual interconnectivity of the clauses. This study revealed an association of meaning potential within the generic domains of poetry and prose as fascinating devices to attract consumers. Texts played a distinct role of relaying images and a collaborative function to anchor images to achieve persuasion. Contextually, socio-cultural settings of enjoyment, happiness, self-exaltation and vigor in the form of personification characterized consumers’ sensitizations. Besides, the adverti...
The study investigated the shades of the Anglo-Nigerian Pidgin application in advertising. It des... more The study investigated the shades of the Anglo-Nigerian Pidgin application in advertising. It described the constructs in the ads with their meaning potential as convincing edifices. Eight ads in the domains of food, telecommunications, and financial industries were considered for analysis. The conceptual slope rests on the ‘clause as message’ which Halliday (1994) construes as Theme/Rheme as an illustration of the point of departure of the textual information. The study reveals that the Anglo-Nigerian Pidgin components are constructed in ads in order to meet communicative demand between products and consumers. However, there are no guiding principles in the organic structures of the clauses. The absence of grammatical rules makes the clauses to be disorganized for each communicator determines the weave of the constituents. As a result of the linguistic anarchy, there is no one-on-one structural translation into English. The study demonstrates further that clipping (e.g wazo), neologism (e.g. confam), reconstruction (e.g. orijinal), local language (e.g. shikini), etc. are linguistic facilities of persuasion in the texts. The study concluded that Anglo-Nigeria Pidgin constructions demonstrate language dynamism in terms of syntactic and semantic realizations.
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