Selling the Dream: Multimodal Rhetorical Analysis of Nigerian Television Advertising
Dr. Chidinma Eze
Multimodal AnalysisRhetoricAdvertisingMedia Discourse
Abstract
Employing multimodal discourse analysis, this paper examines how Nigerian television advertisements combine verbal, visual, and auditory rhetorical strategies to construct consumer desire, drawing on a corpus of fifty prime-time commercials broadcast between 2020 and 2023.
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