Advance Search

Revitalizing Cultural Characteristics in Advertising in Nigeria Within a Sketch of Systemic Paradigm

Taofeek Olaiwola Dalamu | Bio
University of Lagos
Gbenga Ogunlusi | Bio
Crawford University
Keywords:
Copyright and Licensing:

Copyright (c) 2023 Anagramas Rumbos y Sentidos de la Comunicación

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

This study investigated cultural pieces of advertising to indicate the ways that publicists deploy socio-cultural resources as normative channels of persuading readers to consumption. To achieve that goal, ten advertisements of financial, food, and telecommunications industries, harvested from The Punch newspaper, the Internet and erected advertising frameworks, functioned as data of analysis. After stratifying the advertisements into appropriate organizations, the terminology of ‘Below the clause’, functioned as the processing instrument. This allowed the application of graphic illustrations to account for the frequency of communicative components. The analysis revealed the employment of nominal groups (the lessons; this Eid) as playing dominant roles in the constructs, verbal groups (taste; celebrate) and prepositional phrases (from all of us at Fidelity Bank®; of commerce), also operated as stimulating structures. Although negligible, minor clause (Happy Workers’ Day; Eid Mubarak) are relevant grammatical elements of inducement. Besides anchorage and relaying functions interlocking the texts, one observed ambiguity (your work; Bae) in the Union Bank® and Wema Bank® advertisements. Connotations facilitated the communication of Mama don land and the big bottle of Coca-Cola®; the spirit of our nation and green-white-green dresses; your work and Maman Aisha; and the sacrifice of Christ with the crown of thorns. Contexts such as Yorùbá traditions, family  ffairs, religious nuances, savings, and historical notions are propagated cultural endowments that influenced the advertisements’ meaning potential. As a result, the analysts might suggest that advertisers ought to consistently decorate their campaigns with cultural fortunes. Such behavior has the capacity to educate and influence readers to consumption in their various regional domains. 

PDF
PDF

References

  1. Adelowo, D. E. (1990). Rituals, symbolism and symbols in Yorùbá traditional religious thought. AJT4(l), p.162-173. http://www.obafemio.com/uploads/5/1/4/2/5142021/04-1_162.pdf.
  2. Alden, D. L., Hoyer, W. D., & Lee, C. (1993). Identifying global and culture specific dimensions of humor in advertising: a multinational analysis. Journal of Marketing, 57(2), 64-75.
  3. Allwood J. (1990). On the role of cultural content and cultural context in language Instruction. Gothenburg Papers in Theoretical Linguistics 60, p.1-11.
  4. Amaral, E. T. R. & Oliveira, F. C. de. (2019). The influence of semantic factors in the use of general
  5. nouns for the subject indeterminacy. Acta Scientiarum. Language and Culture, 41(1),1-11. https://doi.org/10.4025/actascilangcult.v41i1.44977
  6. Andrioli, F. & Ostermann, A. C. (2019). Understanding ‘understanding’ in teal classes: an
  7. interactional multimodal approach. Acta Scientiarum. Language and Culture, 41(2), 1-14. https://doi.org/10.4025/actascilangcult.v41i2.46454
  8. Arroyo, M. D. (1995). Lexical Ambiguity in Ads. Estudios Ingleses de la Universidad Comp/utense 3, Servicio Publicaciones UCM, Madrid, p. 187-200. Retrieved on 12th December, 2018 from http://revistas.ucm.es/index.php/EIUC/article/viewFile/EIUC9595110187A/8504.
  9. Assunção, C. & Araújo, C. (2019). A Lexicometric Analysis of the Poems from Guardador de Rebanhos. Acta Scientiarum. Language and Culture, 41(1), 1-11. https://doi.org/10.4025/actascilangcult.v41i1.42079
  10. Bakir, A., Palan, K. M., & Kolbe, R. H. (2013). A comparative content analysis of advertising practices to children. Journal of Current Issues & Research in Advertising 34(2), 247–262.
  11. Barthes, R. (1968). Elements of semiology. New York, NY: Hill Wang.
  12. Bloor, T., & Bloor, M. (2004). The functional analysis of English. England, GB: Hodder Arnold.
  13. Bloor, T., & Bloor, M. (2013). The functional analysis of English. Abingdon, Oxon: Routledge.
  14. Braga, J. (2019). Figurative convergence between body and image. Acta Scientiarum. Language and
  15. Culture, 41(2), 1-9. https://doi.org/10.4025/actascilangcult.v41i2.48668
  16. Brierley, S. (1995). The advertising handbook. London, GB: Routledge.
  17. Burke, P. (2008). What is cultural history? Cambridge, GB: Cambridge.
  18. Carter, R., & Walter, N. (2013). Seeing through language, Lexington, KY: Blackwell.
  19. Catalani, A. (2006). Yoruba religious material culture and the Yorùbá Diaspora: An
  20. investigation into the relationship between Yorùbá people in Britain and Yorùbá religious material displayed in British museums. [PhD Thesis, University of Leicester, UK]. Retrieved on 12th December, 2018 from file:///C:/Users/user/Downloads/2006catalaniaphd.pdf.
  21. Chang, C. (2006). Cultural masculinity/femininity influences on advertising appeals. Journal of Advertising Research 46, 3, 315–323.
  22. Christensen, Max L. (1997). Heroes and saints: more stories of people who made a difference. Westminster, GB: John Knox Press.
  23. Christianity Today (2018). Easter. Retrieved on December 14 2018 from https://www.christianitytoday.com/ct/topics/e/easter/
  24. Coltrane, S. (2000) Research on household labor: Modeling and measuring the social embeddedness of routine family work. Journal of Marriage and Family 62: 1208-1233.
  25. Cook, G. (2001). The Discourse of advertising. New York, NY: Routledge.
  26. Cosio-Zavala, M. E., & Vilquin, É. (1997). Women status and family dynamics. CICRED, UNESCO, Paris, France. Retrieved on 13th November, 2018 from http://www.cicred.ined.fr.
  27. Dalamu, T. O. (2017). Maternal ideology in an MTN® Advertisement: Analyzing sociosemiotic reality as a campaign for peace. Journal of Language and Education, 3(4), 16-26.
  28. https://doi.org/10.17323/2411-7390-2017-3-4-16-26/
  29. Dalamu, T. O. (2018a). Euphemism: The commonplace of advertising culture. Acta Scientiarum. Language and Culture, 40(2), 1-15. https://doi.org/10.4025/actascilangcult.v40i2.41107
  30. Dalamu, T. O. (2018b). English language development in Nigerian society: A derivative of advertising communications. Complutense Journal of English Studies, 26, 263-286. https://ssrn.com/abstract=3304612
  31. Dalamu, T. O. (2019). Textual artifact of advertising: A thrust of Halliday’s mood system resources. Revista Brasileira de Linguística Aplicada, 19(3), 407.454. https://doi.org/10.1590/1984-6398201912854
  32. Dalamu, T. O. (2020). Discoursing children characteristics of Zenith bank®, Nigeria, advertising: An expression of clause as representation. Journal of Language and Linguistic Studies, 16(1), 333-365. http://www.jlls.org/index.php/jlls/article/view/1271/558
  33. Danesi, M. (2009). Dictionary of Media and communication. Armonk, NY: M. E.Sharpe, Inc.
  34. Daramola, A. (2008). A child of necessity: An analysis of political discourse in Nigeria.
  35. Pragmatics: Quarterly publication of the International Pragmatics Association 18(3), 355-360.
  36. De Mooij, M. (1998). Global marketing and advertising: Understanding cultural paradox. California, USA: SAGE.
  37. De Mooij, M. (2015). Cross-cultural research in international marketing: Clearing up some of the confusion. International Marketing Review 32(6), 646-662.
  38. Dyer, G. (2005) Advertising as communication. London, GB: Routledge.
  39. Eggins, S. (2004). Introduction to systemic functional linguistics. London: Continuum.
  40. Fam, K. S. (2008). Attributes of likeable television commercials in Asia. Journal of Advertising. Research 48, 3, 413–427.
  41. Foner, P. S. (1986). May Day: A short history of the International Workers' Holiday, 1886-1986. New York, NY: International Press.
  42. Fontaine, L. (2013). Analyzing English grammar: A systemic functional introduction. Cambridge: Cambridge University Press.
  43. Forceville, C. (1996). Pictorial metaphor in advertising. London and New York: Routledge.
  44. Gelbrich, K., Gäthke, D., & Westjohn, S. A. (2012). Effectiveness of absurdity in Advertising across cultures. Journal of Promotion Management, 18, 393–413. doi:10.1080/10496491.2012.693058.
  45. Gevorgyan, G., & Manucharova, N. (2015). The effects of cultural appeal, product involvement, and ethnic identity on attitudes and recall in online advertising. Chinese Journal of Communication 8(2), 196–220.
  46. Gieszinger, S. (2001). The history of advertising language. Frankfurt, GER: Peter Lang GmbH.
  47. Goddard, A. (2002). The language of advertising. New York, NY: Routledge.
  48. Griffiths, J. (2018). Happy holiday. The Sun: News Group Newspapers Limited, London, GB. Retrieved on 16th December, 2018 from https://www.thesun.co.uk/news/3892203/eid-mubarak-meaning-greeting-reply-eid-al-adha-eid/
  49. Hall, E. T. (1976). Beyond culture. Garden City, NY: Anchor Book, Doubleday.
  50. Halliday, M. A. K. & Matthiessen M. I. M (2014). Halliday’s introduction to functional grammar. Abingdon, Oxon: Routledge.
  51. Halliday, M. A. K. & Matthiessen M. I. M. (2004). An introduction to functional grammar. London: Arnold.
  52. Harris, M. (1976). History and significance of the emic/etic distinction. Annual Review of Anthropology 5, 329-350.
  53. Henderson Daniel, N. P. (2007). Women and leadership, developing transformational leaders: Theory to practice. New York, NY: Blackwell Publishing.
  54. Heron, C., & Penfold, S. (2005). The Workers' Festival: A history of Labour Day in Canada. Toronto, CAN: University of Toronto Press.
  55. Hersch J, Stratton L. S. (2002). Housework and wages. The Journal of Human Resources 37, 217-229.
  56. Hoeh, Herman L. (n.d.). Origins of Valentine’s Day. Retrieved on 13th September, 2018 from http://www.british-israel.ca/Valentine.pdf.
  57. Hoffmann, S., Schwarz, U., Dalicho, L., & Hutter, K. (2014). Humor in cross-cultural advertising: A content analysis and test of effectiveness in German and Spanish print advertisements. Procedia-Social & Behavioral Sciences 148, 94–101.
  58. Hofstede, G. (1980). Culture’s consequences: International differences in work-related value. Newbury Park, CA: SAGE.
  59. Hofstede, G. (1997). Cultures and organizations: Software of the mind. New York, NY: McGraw Hill.
  60. Hofstede, G., & Hofstede, G. J. (2005). Cultures and organizations: Software of the mind. New York, NY: McGraw-Hill.
  61. Hornikx, J., & O’Keefe, D. J. (2009). Adapting consumer advertising appeals to cultural values: A meta-analytic review of effects on persuasiveness and ad liking. In C. S. Beck (Eds.), Communication year book, pp. 39–71. New York, NY: Lawrence Erlbaum.
  62. Houlden, J. L. (2003). Jesus in history, thought, and culture. Santa Barbara: ABC-Clio Inc.
  63. Hsu, S. Y., & Barker, G. (2013). Individualism and collectivism in Chinese and American television advertising. International Communication Gazette 75, 8, 695–714.
  64. Jeong, Kim., H. & Hwang, Y. (2016). What type of content are smartphone users addicted to?: SNS
  65. vs. Games. In Computers in Human Behaviors, 54, 10-17
  66. Katella Senior Living Community. (2014). The history of Valentine’s Day. Retrieved on 23 November, 2018 from http://www.thegoodmangroup.com/_newsletters/Jan-pdf-gifs/katella_news.pdf.
  67. Kemp, M. (2011). The heart in Christ to coke: How image becomes icon. Oxford, GB: Oxford University Press.
  68. Keyton, J. (2006). Communication research: Asking questions finding answers. McGraw-Hill Inc
  69. Khanh, N. T. T. & Hau, L. N. (2007). Preferred appeals as a reflection of culture: mobile Phones advertising in Vietnam. Asia Pacific Business Review 13, 1, 21–39.
  70. Kızıltan, N. & Ayar, Z. (2020). The impact of English classics on increasing learners’ motivation
  71. and cultural awareness: A case in Turkish EFL classes. Journal of Language and Linguistic
  72. Studies, 16(1), 280-289. https://doi.org/10.17263/jlls.712818
  73. Kress, G., & van Leeuwen, T. (1996). The grammar of visual design. New York, NY: Routledge.
  74. Lagerwerf, L. (2002). Deliberate ambiguity in slogans. Retrieved on 12th December, 2018 from file:///C:/Users/user/Downloads/Lagerwerf2002.pdf.
  75. Lee, S., Khang, H., & Kim, Y. (2016). A cross-cultural perspective on televised political advertising during the presidential election between the US and South Korea: 1992–2012. Asian Journal of Communication 26(2), 133–152.
  76. Leech, G. (1966). English in advertising: A linguistic study of advertising in Great Britain. London, GB: Longmans.
  77. Leech, G. M., & Short, M. H. (1981). Style in fiction. London, GB: Longman.
  78. León, T. (2016). Polyrhtythmia in the music of Cuba. UC Riverside Diagonal: An Ibero-merican Music Review 1(2), 82-99. Retrieved on 17th June, 2018 from https://escholarship.org/uc/item/3sc408fm
  79. Maffesoli, M. (2000). El mundo de las apariencias: Sabiduría del parecer. El instante eterno. El retorno de lo trágico en las sociedades posmodernas. Barcelona, SP: Paidós.
  80. Martin, J. R. & Rose, C. (2013). Working with discourse: Meaning beyond the clause. New York, NY: Bloomsbury Academy.
  81. Moon, Y.S. & Chan, K. (2005). Advertising appeals and cultural values in television commercials. A comparison of Hong Kong and Korea. International Marketing Review 22(1), 48–66.
  82. Mueller, B. (1987). Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising Research 27(3), 51-59.
  83. Müller J., Alt, F., & Michelis, D. (2010). Pervasive advertising. American Marketing Association. Retrieved on 10th December 2018 from https://pdfs.semanticscholar.org/4752/dd4558526e311acb84fd01631ddb7a4c29e9.pdf
  84. Myers, G. (1994). Words in ads. New York, NY: Arnold.
  85. Najafian, M., & Dabaghi, A. (n.d.). Hidden language of advertising: A semiotic approach. Proceedings of the International Conference: Doing Research in Applied Linguistics, p. 20-26. Retrieved on 12 December 2018 from https://pdfs.semanticscholar.org/f977/eefe6e79d79709388868296d21db39a7c81e.pdf.
  86. Nelson, M. R., & Paek, H. J. (2008). Nudity of female and male models in primetime TV advertising across seven countries. International Journal of Advertising 27(5), 715-744.
  87. Niaz, A. (2001). Reflections of cultural values in advertising: A cross-cultural perspective. The New Jersey Journal of Communication 9(2), 203–213.
  88. Nickell, J. (2007). Relics of the Christ. Lexington, USA: University Press of Kentucky.
  89. Nwabueze, E. (2009). Research method: An integrated approach. ABIC Books.
  90. Ogilvy, D. (2013). Confession of an advertising man. Harpenden: Southbank Publishing.
  91. Oliveira, W. C. & Gallardo, B. C. (2019). Keep calm and change the code: A code switching study on
  92. Facebook. Revista Brasileira de linguistica aplicada, 19(1), 205-227. https://doi.org/10.1590/1984-
  94. Patton, M. Q. (2015). Qualitative research and evaluation methods: Integrating theory and practice. Thousand Oaks, CA: Sage.
  95. Pérez Flores, A. M. & Muñoz Sánchez, V. M. (2018). Deporte, cultura y sociedad: un estado
  96. actual de la cuestión. Revista de humanidades, 34, 11-38. https://dialnet.unirioja.es/descarga/
  97. articulo/6462051.pdf
  98. Pfatteicher, Philip H. (2008). New book of festivals and commemorations: a proposed Common calendar of saints. USA: Fortress Press.
  99. Pollay, R. W. (1983). Measuring the cultural values manifest in advertising. Journal of current Issues and Research in Advertising 6(1), 71-92.
  100. Polyorat, K., Alden, D. L. & Alden, D. L. (2005). Self-construal and need for- cognition effects on brand attitudes and purchase intentions in response to comparative advertising in Thailand and the United States. Journal of Advertising 34, 1, 37–48.
  101. Poynton, C. (1996). Amplification as a grammatical prosody: Attitudinal modification in the Nominal Group. In M. Berry, C. Butler, R. Fawcett & G. Huang (eds.), Meaning and Form: Systemic Functional Interpretations. Meaning and Choice in Language: Studies for Michael Halliday LVII, p. 211-227. New Lersey: Abler Publication.
  102. Prieler, M., & Centeno, D. (2013). Gender representation in Philippine television advertisements. Sex Roles 69(5-6), 276–288.
  103. Ravelli, L. (2000). Getting started with functional analysis of texts. In L. Unsworth (ed.), Researching Language in Schools and Communities, p. 27-63. London, GB: Continuum.
  104. Resinger, S. (2010). Quantitative methods: Concepts, frameworks and issues. In L. Litosseliti (ed.), Research methods in linguistics (pp. 49-68). Continuum Group.
  105. Restored Church of God (2008). The truth behind Saint Valentine’s Day. Retrieved on 3rd December, 2018 from file:///C:/Users/user/Downloads/ttbsvd.pdf.
  106. Riffo, K. F., Osuna, S. H. & Lagos, P. S. (2019). Lexical diversity and lexical density description of news written by journalism student. Revista brasileira de lingüística aplicada, 19(3), 499-528. https://doi.org/10.1590/1984-6398201914113
  107. Rodríguez-Modroño, P., Gálvez-Muñoz, L., & Agenjo-Calderón, A. (2015). The hidden role of women in family firms. Working Papers in History & Economic Institutions 15(1), 1-23.
  108. Samovar, A., Porter, E., & McDaniel, R. (2009). Communication between cultures. Boston, USA: Wadsworth.
  109. Sánchez-García, D. (2018). Code switching practices in the discourse of two lecturers in Englishmedium
  110. nstruction at university. Estudios de Lingüística Inglesa Aplicada, 18, 105-135. http://dx.doi.org/10.12795/elia.2018.i18.05
  111. Sánchez, L., & Thomson, E. (1997). Becoming mothers and fathers: Parenthood, gender, and the division of labor. Gender and Society 11, 747-772.
  112. Schneider, D. (2011). Market earnings and household work: New tests of gender performance theory. Journal of Marriage and Family 73, 845-860.
  113. Sells, P. & Gonzalez S. (2002). The language of advertising. Retrieved on 21 August 2015 from http://www.york.ac.uk/language/staff/academic-research.paper/peter-sells.
  114. Sezgin, H. & Ozturk, M. (2019). Risk and management of textile waste: the impact of embedded multinational enterprises. In Nanoscience and biotechnology for environmental applications, environmental chemistry for a sustainable world, (2), 29-53.
  115. Song, Y.A., Ahn, H. & Sung, Y. (2014). Cultural values in financial services advertising: a cross-cultural study of magazine ads in the USA and Korea. Journal of Services Marketing 28, 5,349–360.
  116. Sun, G., D’Alessandro, S., Johnson, L. W., & Winzar, H. (2014). Do we measure what we expect to measure? Some issues in the measurement of culture in consumer research. International Marketing Review 31(4), 338- 362.
  117. Theocharous, A. (2015). Food advertising as a mirror of intercultural differences: the case of the UK and Greece. British Food Journal 117(4), 1256–1272.
  118. Thompson, G. (2004). Introducing functional grammar. Great Britain: Hodder Arnold.
  119. Thompson, G. (2014). Introducing functional grammar. Abingdon, Oxon: Routledge.
  120. Thurston, H. (1913). Catholic Encyclopedia. New York, NY: Robert Appleton Company.
  121. Toussaint, G. (2016). Classification and phylogenetic analysis of African ternary rhythm timelines. The International Society of the Arts, Mathematics, and Architecture (ISAMA), p.25-36. Retrieved on 13th April, 2018 from https://pdfs.semanticscholar.org/d26f/26f97cf624d871651b29354c32614f661788.pdf
  122. Triandis, H. C. (1972). The analysis of subjective culture. Wiley-interscience
  123. Vestergaard, T. & Schroder, K. (1985). The language of advertising. New York, NY: Basil Blackwell.
  124. Viashima, S. (2018). 2019: Buhari, Atiku tear Taraba APC apart. The Sun Newspapers. Retrieved on 12 December 2018 from https://sunnewsonline.com/2019-buhari-atiku-tear-taraba-apc-apart/
  125. Vinken, P. J. (2000), The shape of the heart: A contribution to the iconology of the heart. Netherland: Elsevier Health Sciences.
  126. Wikipedia (2018). Aisha Alhassan. Retrieved on 10 December 2018 from https://en.wikipedia.org/wiki/Aisha_Alhassan.
  127. Williamson, J. (2002). Decoding advertising: Ideology and meaning in advertising. New York, NY: Marion Boyars.
  128. Xue, F. (2015). Message framing and collectivistic appeal in green advertising: A study of Chinese consumers. Journal of International Consumer Marketing 27(2), 152–166.
  129. Zhang, J., & Shavitt, S. (2003). Cultural values in advertisements to the Chinese X-eneration-promoting modernity and individualism. Journal of Advertising 32, 1, 23–33.
  130. Zhang, Y. (2014). Cultural messages in international advertisements. In H. Cheng (ed.), The handbook of international advertising research, p.271-298. London: GB: Wiley-Blackwell.
How to Cite
Dalamu, T. O., & Ogunlusi, G. (2020). Revitalizing Cultural Characteristics in Advertising in Nigeria Within a Sketch of Systemic Paradigm. Anagramas Rumbos Y Sentidos De La Comunicación, 19(37), 13-48. https://doi.org/10.22395/angr.v19n37a2

Downloads

Download data is not yet available.
Crossref
Scopus
Google Scholar
Europe PMC

Send mail to Author

Send Cancel

We are indexed in