Language of Signs: A Multimodal Analysis of Celebrity-Endorsed Advertisements on Nigeria’s Social Media
In today’s advertising landscape, celebrity endorsements on social media have become essential, merging linguistic and multimodal elements to craft engaging stories. This study uses a linguistic multimodal analysis framework to explore how language interacts with visual and linguistic components in...
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| Language: | English |
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Department of General Studies, Afe Babalola University, Ado-Ekiti
2025-06-01
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| Series: | ABUAD Journal of the Humanities-AGIDIGBO |
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| Online Access: | https://www.journals.abuad.edu.ng/index.php/agidigbo/article/view/1647 |
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| author | Olayiwola Mofoluwalope ADEDOJA Praise Anuoluwapo TOYINBO Morenike Busayo OYINLADE |
| author_facet | Olayiwola Mofoluwalope ADEDOJA Praise Anuoluwapo TOYINBO Morenike Busayo OYINLADE |
| author_sort | Olayiwola Mofoluwalope ADEDOJA |
| collection | DOAJ |
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In today’s advertising landscape, celebrity endorsements on social media have become essential, merging linguistic and multimodal elements to craft engaging stories. This study uses a linguistic multimodal analysis framework to explore how language interacts with visual and linguistic components in celebrity-endorsed advertisements on Nigeria’s digital space, specifically, Instagram, Twitter and Facebook. By examining fifteen purposively selected advertisements, the research explores how linguistic strategies — such as word choices, phrase structures, rhetorical techniques and other modes, are employed alongside visual elements to boost persuasion and engage audiences. The theory adopted for the study is Scollon and Scollon’s Geosemiotics of multimodality that considers all available modes of communication. The data was analysed by categorizing emerging patterns in the data and discussing them based on the tenets of multimodal discourse and geosemiotics. The result shows that the combination of linguistic and multimodal elements creates a powerful synergy that enhances the persuasive impact of these advertisements. This research adds valuable insights to the fields of linguistics, media studies, and digital marketing by shedding light on how language operates within multimodal contexts. In conclusion, this study highlights how language used in celebrity-endorsed adverts on social media strategically shapes consumers’ perceptions and reinforces brand identity. Future research could explore cross-cultural variations in linguistic and multimodal strategies to further enrich our understanding of this phenomenon.
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| format | Article |
| id | doaj-art-c2f1997c81e6445bb3160eca2c339f19 |
| institution | DOAJ |
| issn | 3043-4475 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Department of General Studies, Afe Babalola University, Ado-Ekiti |
| record_format | Article |
| series | ABUAD Journal of the Humanities-AGIDIGBO |
| spelling | doaj-art-c2f1997c81e6445bb3160eca2c339f192025-08-20T02:48:16ZengDepartment of General Studies, Afe Babalola University, Ado-EkitiABUAD Journal of the Humanities-AGIDIGBO3043-44752025-06-0113110.53982/agidigbo.2025.1301.07-jLanguage of Signs: A Multimodal Analysis of Celebrity-Endorsed Advertisements on Nigeria’s Social MediaOlayiwola Mofoluwalope ADEDOJA0Praise Anuoluwapo TOYINBO1Morenike Busayo OYINLADE2Department of English and Literary Studies, Federal University of Oye Ekiti, NigeriaDepartment of English and Literary Studies, Federal University of Oye Ekiti, NigeriaDirectorate of General Studies, Ekiti State College of Health Sciences and Technology, Ijero Ekiti, Nigeria In today’s advertising landscape, celebrity endorsements on social media have become essential, merging linguistic and multimodal elements to craft engaging stories. This study uses a linguistic multimodal analysis framework to explore how language interacts with visual and linguistic components in celebrity-endorsed advertisements on Nigeria’s digital space, specifically, Instagram, Twitter and Facebook. By examining fifteen purposively selected advertisements, the research explores how linguistic strategies — such as word choices, phrase structures, rhetorical techniques and other modes, are employed alongside visual elements to boost persuasion and engage audiences. The theory adopted for the study is Scollon and Scollon’s Geosemiotics of multimodality that considers all available modes of communication. The data was analysed by categorizing emerging patterns in the data and discussing them based on the tenets of multimodal discourse and geosemiotics. The result shows that the combination of linguistic and multimodal elements creates a powerful synergy that enhances the persuasive impact of these advertisements. This research adds valuable insights to the fields of linguistics, media studies, and digital marketing by shedding light on how language operates within multimodal contexts. In conclusion, this study highlights how language used in celebrity-endorsed adverts on social media strategically shapes consumers’ perceptions and reinforces brand identity. Future research could explore cross-cultural variations in linguistic and multimodal strategies to further enrich our understanding of this phenomenon. https://www.journals.abuad.edu.ng/index.php/agidigbo/article/view/1647Linguistic AnalysisMultimodal AnalysisCelebrity EndorsementSocial Media AdvertisingDigital Communication |
| spellingShingle | Olayiwola Mofoluwalope ADEDOJA Praise Anuoluwapo TOYINBO Morenike Busayo OYINLADE Language of Signs: A Multimodal Analysis of Celebrity-Endorsed Advertisements on Nigeria’s Social Media ABUAD Journal of the Humanities-AGIDIGBO Linguistic Analysis Multimodal Analysis Celebrity Endorsement Social Media Advertising Digital Communication |
| title | Language of Signs: A Multimodal Analysis of Celebrity-Endorsed Advertisements on Nigeria’s Social Media |
| title_full | Language of Signs: A Multimodal Analysis of Celebrity-Endorsed Advertisements on Nigeria’s Social Media |
| title_fullStr | Language of Signs: A Multimodal Analysis of Celebrity-Endorsed Advertisements on Nigeria’s Social Media |
| title_full_unstemmed | Language of Signs: A Multimodal Analysis of Celebrity-Endorsed Advertisements on Nigeria’s Social Media |
| title_short | Language of Signs: A Multimodal Analysis of Celebrity-Endorsed Advertisements on Nigeria’s Social Media |
| title_sort | language of signs a multimodal analysis of celebrity endorsed advertisements on nigeria s social media |
| topic | Linguistic Analysis Multimodal Analysis Celebrity Endorsement Social Media Advertising Digital Communication |
| url | https://www.journals.abuad.edu.ng/index.php/agidigbo/article/view/1647 |
| work_keys_str_mv | AT olayiwolamofoluwalopeadedoja languageofsignsamultimodalanalysisofcelebrityendorsedadvertisementsonnigeriassocialmedia AT praiseanuoluwapotoyinbo languageofsignsamultimodalanalysisofcelebrityendorsedadvertisementsonnigeriassocialmedia AT morenikebusayooyinlade languageofsignsamultimodalanalysisofcelebrityendorsedadvertisementsonnigeriassocialmedia |