IDEAS home Printed from https://ideas.repec.org/a/bjz/ajisjr/943.html
   My bibliography  Save this article

Multimodality in Safaricom Advertisement Communication in the Kenyan Daily Nation Newspaper

Author

Listed:
  • Yakub Adams
  • Peter M. Matu
  • Omondi Oketch

Abstract

Advertising is a form of communication which has one main function: to make the audience buy the advertised product or subscribe to the services displayed. Consumer advertisements employ more than one mode of communication in designing messages that target their audiences. This often causes interpretational difficulties to the target audiences. This study examined how language co-occurs with the other semiotic forms as used in Safaricom advertisements. The study examined how the visual texts in Safaricom newspaper advertisements impact on the audience's purchasing decisions, analyzed how visual semiotics and written language were used in the Safaricom advertisements to aid meaning interpretation and determined the impact of using the visual images and written language on the audience's ability to interpret the messages. The data analysis was based on Multimodal Discourse Analysis (MDA) a theoretical framework by Kress and Van Leeuwen.

Suggested Citation

  • Yakub Adams & Peter M. Matu & Omondi Oketch, 2014. "Multimodality in Safaricom Advertisement Communication in the Kenyan Daily Nation Newspaper," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 3, November.
    • Handle: RePEc:bjz:ajisjr:943
    DOI: 10.5901/ajis.2014.v3n6p403
    as

    Download full text from publisher

    File URL: https://www.richtmann.org/journal/index.php/ajis/article/view/4888
    Download Restriction: no
    File URL: https://www.richtmann.org/journal/index.php/ajis/article/view/4888/4730
    Download Restriction: no
    File URL: https://libkey.io/10.5901/ajis.2014.v3n6p403?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjz:ajisjr:943. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Richtmann Publishing Ltd (email available below). General contact details of provider: https://www.richtmann.org/journal/index.php/ajis .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.