MULTIMODAL DISCOURSE ANALYSIS OF CHRISTIAN ADVERTISING DISCOURSE ON SELECTED SIGNBOARDS, BANNERS AND PAMPHLETS

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dc.contributor.authorOlaleye, J. I.
dc.contributor.authorBabatunde, S. T.
dc.date.accessioned2026-04-29T16:03:44Z
dc.date.available2026-04-29T16:03:44Z
dc.date.issued2020
dc.description.abstractThe linguistic enquiry has been to explicate how linguistic resources are deployed to encode meaning in communicative texts. The Multimodal Discourse Theory, in particular, posits that messages in texts are configured through the selection of multiple modes. However, language research has focused more on speech texts, with little attention on the wealth of additional information inherent in other semiotic resources like gesture, colour, proxemics, visual and aural art, image, sound, music, etc. Therefore, this study aimed to employ the macro elements of this theory to analyse selected Christian advertising discourse on signboards, banners and pamphlets garnered from Facebook posts. To achieve this aim, the study attempted to: identify the modal resources contained in the selected data; explore the functionality of the semiotic resources; and investigate how the advertisers use visual modes such as pictures to enhance vivid representations of their messages. The analysis demonstrated that three modal resources (writing, visual and colour) were mostly utilised as multimodal ensembles by the advertisers. In terms of functionality, some modes were recontextualised to identify participants, phenomena and circumstances for the furtherance of the advertisers’ communicative needs and religious ideological perspectives. The analysis also reflected that visual modes such as pictures and colour realised part of the overall messages in the texts. The study concluded that within Christian community, advertisers share common values about modes with their audience and decide how the modes are mutually conceived; thereby, the recognition of such values is prerequisite for assigning correct interpretations to the texts. Key Words: semiotic resources, multimodal discourse analysis, ensembles, Christian advertising discourse
dc.identifier.citationOlaleye, J. I., & Babatunde, S.. T. (2020). Multimodal Discourse Analysis of Christian Advertising Discourse on Selected Signboards, Banners and Pamphlets. Kalangu Journal of Language and Literary Studies, Vol. (2).
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/123456789/17835
dc.titleMULTIMODAL DISCOURSE ANALYSIS OF CHRISTIAN ADVERTISING DISCOURSE ON SELECTED SIGNBOARDS, BANNERS AND PAMPHLETS

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