MULTIMODAL DISCOURSE ANALYSIS OF IDENTITY CONSTRUCTION IN SELECTED NIGERIAN MAGAZINE ADS

Jane  Chinelo Obasi; Doreen  Chisom Eze

doi:10.21618/fil2633543o

Autori

Jane Chinelo Obasi Department of English and Literary Studies University of Nigeria, Nigeria
Doreen Chisom Eze Department of English and Literary Studies University of Nigeria, Nigeria

DOI:

https://doi.org/10.21618/fil2633543o

Ključne reči:

oglašavanje, konstrukcija identiteta, reklame, multimodalni elementi, vizuelna gramatika dizajna

Apstrakt

Ova studija ispituje kako multimodalni elementi u odabranim nigerijskim časopisnim reklamama oblikuju konstrukciju identiteta. Korišćenjem namjernog uzorka odabrano je deset brendiranih reklama iz tri nigerijska časopisa, Accomplish Magazine, This Day Style i Nigerian Showcase Magazine, budući da su sadržavale eksplicitne elemente identiteta brenda kao što su logotipi, slogani i vizuelni simboli. Reklame su analizirane primjenom okvira vizuelne gramatike Kressa i van Leeuwena (2006), s fokusom na reprezentacijsku, interaktivnu i kompozicijsku metafunkciju. Nalazi pokazuju da oglašivači konstruiraju identitet brenda preko strateškog usklađivanja jezičkih izbora, kolornih shema, pogleda učesnika, gestova, društvene distance i uglova kamere. Boje pobuđuju emocionalne i kulturne asocijacije koje su usklađene s vrijednostima brenda, dok pogled i gestovi uspostavljaju intimnost, autoritet ili aspiraciju. Udaljenost kamere i uglovi dodatno oblikuju odnose moći između posmatrača i brenda. Studija zaključuje da je konstrukcija identiteta u reklamama nigerijskih časopisa dinamična i kontekstualno uslovljena, te da se oslanja na međudjelovanje vizuelnih i verbalnih resursa kako bi odražavala kulturne vrijednosti, društvene aspiracije i savremene stilove života.

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