A Socio Semiotic Approach to Multimodal Discourse of Selected Nollywood Film Advertisement Posters

https://doi.org/10.48185/spda.v2i2.364

Authors

  • Monsurat Aramide Nurudeen Department of English, University of Ilorin. Kwara State.
  • Ebenezer Oluseun Ogungbe Ibb University, Lapai, Nigeria
  • Moshood Zakariyah Department of English , Kwara State University, Malete. Nigeria.

Keywords:

Nollywood, film posters, socio semiotics, generic structure

Abstract

Film posters are complex forms of visual communication basically employed to promote films so as to seek for patronage from prospective viewers. Nollywood film poster designers or marketers employ a complex system of modes of multimodal communication to achieve their intended objectives. This study therefore investigates how these semiotic resources reveal the intention of the film poster designers and how other contextual variables influence the ability of the viewers to comprehend the messages embedded in film posters. The objectives of the study are to uncover the visual and linguistic semiotic resources in the film advertisement posters and their interaction. The study adopts a qualitative approach to the analyses of six randomly selected Nollywood film advertisement posters of three genres, namely: drama, thriller and comedy. Yuen’s Generic Structure Potential and Royce’s Ideational Intersemiotic Complementarity serve as the basis for the analysis of the selected texts. The study reveals that visual modes are more salient and frequently employed in the advertisement posters than the linguistic modes. However, both the visual and the linguistic modes offer complementary relationship for effective meaning-making in the selected Nollywood advertisement posters. The meanings derived are often contextual which appeal to the audience reasoning and sustain their interests. The study concludes by emphasizing the importance of the synergy of both linguistic and visual multimodal resources or modes of signification in the successful meaning-making and meaning-comprehension in the study of visual communication.

Author Biographies

Ebenezer Oluseun Ogungbe , Ibb University, Lapai, Nigeria

Ebenezer Oluseun Ogungbe holds a PhD in English from the University of Ibadan, Nigeria. He is currently an associate professor in the Department of English, Ibrahim Badamasi Babangida (IBB) University Lapai, Niger state, Nigeria.

Moshood Zakariyah, Department of English , Kwara State University, Malete. Nigeria.

Moshood Zakariyah (PhD) is a lecturer and the head of the Department of English, Kwara State University, Malete, Nigeria.

Published

2021-12-31

How to Cite

Nurudeen, M. . A., Ogungbe , E. O., & Zakariyah, M. (2021). A Socio Semiotic Approach to Multimodal Discourse of Selected Nollywood Film Advertisement Posters. Studies in Pragmatics and Discourse Analysis, 2(2), 31–45. https://doi.org/10.48185/spda.v2i2.364

Issue

Section

Articles