Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text

Vareba Anthony Leva; Theophilus Singto Mtodagme; Nwinaene Vivian Peace

doi:doi:10.11648/j.ijics.20170201.11

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Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text

Vareba Anthony Leva, Theophilus Singto Mtodagme, Nwinaene Vivian Peace

Published in International Journal of Information and Communication Sciences (Volume 2, Issue 1)

Received: 8 March 2017 Accepted: 31 March 2017 Published: 22 April 2017

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Abstract

Based on observations, qualitative content analysis and secondary sources, this paper critically examines the importance of nonverbal communication in the Nigerian mass media particularly in print advertising. Hinging principally on two theories (namely semiotics and structuralism theory), the paper argues that despite the fact that they are difficult to systematically be quantified in a mass communication context, nonverbal cues are very important parts to all media producers’ efforts to convey emotional, intellectual and informational meanings to audiences. In tandem with this, nonverbal communication cues actually pervade the Nigerian mass media production. The paper demonstrates this fact with illustrations from the Nigerian print advertising. It argues that in the Nigerian print advertising text, nonverbal communication is achieved through specific visual compositions and paralanguage. Print adverts often contain a mix of visuals which are/represent indexical or symbolic signs of positive attributes that advertisers seek to associate with the products or services on promotion. Various forms of paralanguage are equally deployed to suggest the benefits and gratification one may derive from consuming the product or using the services on promotion.

Published in	International Journal of Information and Communication Sciences (Volume 2, Issue 1)
DOI	10.11648/j.ijics.20170201.11
Page(s)	1-9
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2017. Published by Science Publishing Group

Keywords

Nonverbal Cues, Nigerian Mass Media, Subliminal Manipulation, Semiotics, Structuralism, Archetype, Sign

References

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[3]	Endong, F. P. C. (2014). The Effectiveness of Sign-Based Communication in the Advertising/Marketing of Nigerian Products: A User Study. Journal of Harmonized Research in Management, 1 (1), 59-66.
[4]	Barthes, R. (1973). Mythologies. London: Grenada/Paladin.
[5]	Watson, James. (2003). Media Communication: an Introduction to Theory and Process. New York: Palgrave Macmillan.
[6]	O’Sullivan Tim et al. (1996) Key Concepts in Mass Communication. London: Methuen &Co, Ltd.
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[8]	Branston Gil & Stafford, Roy (2006). The Media Student’s Book. New York: Routledge.
[9]	Gun, D. (2015). Subliminal Manipulation, New York: Oxford University Press.
[10]	Owen H. (2011). Skilled Interpersonal Interaction: Research, Theory, and Practice, 5th ed. London: Routledge.
[11]	Phutela, D. (2015). The Importance of Non-Verbal Communication. IUP Journal of Soft Skills, 9 (4), 15-27.
[12]	Schmitz, A. (2012). Non-Verbal Communication. in A Primer on Communication Studies, New York: Routledge, 181-160.
[13]	Wales, K. (2001) A Dictionary of Stylistic (2^nd Edition). Harlow: Longman.
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[17]	Gianluca, S. (2005). In Defense of Vulgarity: The Place of Sound Effects in Cinema. Film Sound. Learning Space Dedicate to the Art and Analyses of Film Sound Design, New York: Routledge.
[18]	Kilyeni, A. (2009). Nonverbal Communication in Print Ads. Professional Communication and Translation, 2 (1-2), 17-24.
[19]	Dyer, G. (1999). Advertising as Communication. London: Routledge.
[20]	Bullut, T. & Yardaisik, A. (2005). Visual Semiotics and Interpretation in Television Commercial. AS: Applied Semiotics, 6 (16), 47-53.

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APA Style

Vareba Anthony Leva, Theophilus Singto Mtodagme, Nwinaene Vivian Peace. (2017). Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text. International Journal of Information and Communication Sciences, 2(1), 1-9. https://doi.org/10.11648/j.ijics.20170201.11

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ACS Style

Vareba Anthony Leva; Theophilus Singto Mtodagme; Nwinaene Vivian Peace. Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text. Int. J. Inf. Commun. Sci. 2017, 2(1), 1-9. doi: 10.11648/j.ijics.20170201.11

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AMA Style

Vareba Anthony Leva, Theophilus Singto Mtodagme, Nwinaene Vivian Peace. Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text. Int J Inf Commun Sci. 2017;2(1):1-9. doi: 10.11648/j.ijics.20170201.11

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@article{10.11648/j.ijics.20170201.11,
  author = {Vareba Anthony Leva and Theophilus Singto Mtodagme and Nwinaene Vivian Peace},
  title = {Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text},
  journal = {International Journal of Information and Communication Sciences},
  volume = {2},
  number = {1},
  pages = {1-9},
  doi = {10.11648/j.ijics.20170201.11},
  url = {https://doi.org/10.11648/j.ijics.20170201.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijics.20170201.11},
  abstract = {Based on observations, qualitative content analysis and secondary sources, this paper critically examines the importance of nonverbal communication in the Nigerian mass media particularly in print advertising. Hinging principally on two theories (namely semiotics and structuralism theory), the paper argues that despite the fact that they are difficult to systematically be quantified in a mass communication context, nonverbal cues are very important parts to all media producers’ efforts to convey emotional, intellectual and informational meanings to audiences. In tandem with this, nonverbal communication cues actually pervade the Nigerian mass media production. The paper demonstrates this fact with illustrations from the Nigerian print advertising. It argues that in the Nigerian print advertising text, nonverbal communication is achieved through specific visual compositions and paralanguage. Print adverts often contain a mix of visuals which are/represent indexical or symbolic signs of positive attributes that advertisers seek to associate with the products or services on promotion. Various forms of paralanguage are equally deployed to suggest the benefits and gratification one may derive from consuming the product or using the services on promotion.},
 year = {2017}
}

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TY  - JOUR
T1  - Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text
AU  - Vareba Anthony Leva
AU  - Theophilus Singto Mtodagme
AU  - Nwinaene Vivian Peace
Y1  - 2017/04/22
PY  - 2017
N1  - https://doi.org/10.11648/j.ijics.20170201.11
DO  - 10.11648/j.ijics.20170201.11
T2  - International Journal of Information and Communication Sciences
JF  - International Journal of Information and Communication Sciences
JO  - International Journal of Information and Communication Sciences
SP  - 1
EP  - 9
PB  - Science Publishing Group
SN  - 2575-1719
UR  - https://doi.org/10.11648/j.ijics.20170201.11
AB  - Based on observations, qualitative content analysis and secondary sources, this paper critically examines the importance of nonverbal communication in the Nigerian mass media particularly in print advertising. Hinging principally on two theories (namely semiotics and structuralism theory), the paper argues that despite the fact that they are difficult to systematically be quantified in a mass communication context, nonverbal cues are very important parts to all media producers’ efforts to convey emotional, intellectual and informational meanings to audiences. In tandem with this, nonverbal communication cues actually pervade the Nigerian mass media production. The paper demonstrates this fact with illustrations from the Nigerian print advertising. It argues that in the Nigerian print advertising text, nonverbal communication is achieved through specific visual compositions and paralanguage. Print adverts often contain a mix of visuals which are/represent indexical or symbolic signs of positive attributes that advertisers seek to associate with the products or services on promotion. Various forms of paralanguage are equally deployed to suggest the benefits and gratification one may derive from consuming the product or using the services on promotion.
VL  - 2
IS  - 1
ER  -

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Author Information

Vareba Anthony Leva

Department of Mass Communication, Ke Saro-Wiwa Polytechnic, Bori, Nigeria
Theophilus Singto Mtodagme

Department of Mass Communication, Ke Saro-Wiwa Polytechnic, Bori, Nigeria
Nwinaene Vivian Peace

Department of Mass Communication, Ke Saro-Wiwa Polytechnic, Bori, Nigeria

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Plain Text BibTeX RIS

APA Style

Vareba Anthony Leva, Theophilus Singto Mtodagme, Nwinaene Vivian Peace. (2017). Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text. International Journal of Information and Communication Sciences, 2(1), 1-9. https://doi.org/10.11648/j.ijics.20170201.11

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ACS Style

Vareba Anthony Leva; Theophilus Singto Mtodagme; Nwinaene Vivian Peace. Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text. Int. J. Inf. Commun. Sci. 2017, 2(1), 1-9. doi: 10.11648/j.ijics.20170201.11

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AMA Style

Vareba Anthony Leva, Theophilus Singto Mtodagme, Nwinaene Vivian Peace. Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text. Int J Inf Commun Sci. 2017;2(1):1-9. doi: 10.11648/j.ijics.20170201.11

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@article{10.11648/j.ijics.20170201.11,
  author = {Vareba Anthony Leva and Theophilus Singto Mtodagme and Nwinaene Vivian Peace},
  title = {Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text},
  journal = {International Journal of Information and Communication Sciences},
  volume = {2},
  number = {1},
  pages = {1-9},
  doi = {10.11648/j.ijics.20170201.11},
  url = {https://doi.org/10.11648/j.ijics.20170201.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijics.20170201.11},
  abstract = {Based on observations, qualitative content analysis and secondary sources, this paper critically examines the importance of nonverbal communication in the Nigerian mass media particularly in print advertising. Hinging principally on two theories (namely semiotics and structuralism theory), the paper argues that despite the fact that they are difficult to systematically be quantified in a mass communication context, nonverbal cues are very important parts to all media producers’ efforts to convey emotional, intellectual and informational meanings to audiences. In tandem with this, nonverbal communication cues actually pervade the Nigerian mass media production. The paper demonstrates this fact with illustrations from the Nigerian print advertising. It argues that in the Nigerian print advertising text, nonverbal communication is achieved through specific visual compositions and paralanguage. Print adverts often contain a mix of visuals which are/represent indexical or symbolic signs of positive attributes that advertisers seek to associate with the products or services on promotion. Various forms of paralanguage are equally deployed to suggest the benefits and gratification one may derive from consuming the product or using the services on promotion.},
 year = {2017}
}

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TY  - JOUR
T1  - Nonverbal Communication as a Key Feature of the Nigerian Print Advertising Text
AU  - Vareba Anthony Leva
AU  - Theophilus Singto Mtodagme
AU  - Nwinaene Vivian Peace
Y1  - 2017/04/22
PY  - 2017
N1  - https://doi.org/10.11648/j.ijics.20170201.11
DO  - 10.11648/j.ijics.20170201.11
T2  - International Journal of Information and Communication Sciences
JF  - International Journal of Information and Communication Sciences
JO  - International Journal of Information and Communication Sciences
SP  - 1
EP  - 9
PB  - Science Publishing Group
SN  - 2575-1719
UR  - https://doi.org/10.11648/j.ijics.20170201.11
AB  - Based on observations, qualitative content analysis and secondary sources, this paper critically examines the importance of nonverbal communication in the Nigerian mass media particularly in print advertising. Hinging principally on two theories (namely semiotics and structuralism theory), the paper argues that despite the fact that they are difficult to systematically be quantified in a mass communication context, nonverbal cues are very important parts to all media producers’ efforts to convey emotional, intellectual and informational meanings to audiences. In tandem with this, nonverbal communication cues actually pervade the Nigerian mass media production. The paper demonstrates this fact with illustrations from the Nigerian print advertising. It argues that in the Nigerian print advertising text, nonverbal communication is achieved through specific visual compositions and paralanguage. Print adverts often contain a mix of visuals which are/represent indexical or symbolic signs of positive attributes that advertisers seek to associate with the products or services on promotion. Various forms of paralanguage are equally deployed to suggest the benefits and gratification one may derive from consuming the product or using the services on promotion.
VL  - 2
IS  - 1
ER  -

Copy | Download