A Multimodal Discourse Analysis of Selected Mtn Adverts on Facebook

Abstract

The use of advertisement as a means of communication in promoting a product or service has been a long standing practice in Nigeria. However, the use of multimodality in analyzing MTN adverts has not received adequate attention. This paper, therefore, examines a multimodal analysis of selected MTN adverts with a view to seeing how advertisers communicate their products through different semiotic resources.  The paper uses a qualitative method of analysis. Five (5) MTN adverts were selected from Facebook using purposive sampling technique. The paper adopted Kress and van Leuween’s Social Semiotic theory as its theoretical framework undergirding the paper. Findings showed that MTN utilizes both visual and textual elements in their adverts to effectively communicate with their target audience in Nigeria. The visuals often serve to create an impression and set the tone, while the textual elements provide information and reinforce the message being communicated. The interaction between the visual and textual elements is critical to the effectiveness of the advertisements, with the combination of these elements creating a powerful and persuasive argument. The paper concludes that understanding the import of MTN advertisements require mutual sharing of knowledge by both advertisers and readers.