Discoursing Children Characteristics of Zenith Bank®, Nigeria, Advertising: An Expression of Clause as Representation

Autor/in	Dalamu, Taofeek O.
Titel	Discoursing Children Characteristics of Zenith Bank®, Nigeria, Advertising: An Expression of Clause as Representation
Quelle	In: Journal of Language and Linguistic Studies, 16 (2020) 1, S.333-365 (33 Seiten)Infoseite zur Zeitschrift PDF als Volltext kostenfreie Datei Verfügbarkeit
Zusatzinformation	ORCID (Dalamu, Taofeek O.)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1305-578X
Schlagwörter	Advertising; Persuasive Discourse; Laptop Computers; Guidelines; Banking; Parent Child Relationship; Phrase Structure; Grammar; Mothers; Fathers; Children; Merchandise Information; Family Relationship; Foreign Countries; Discourse Analysis; Internet; Nigeria + Suchen Sie Ihr Suchwort? Werbung; Persuasion; Persuasive Kommunikation; Laptop computer; Laptop; Computer; Digitalrechner; Richtlinien; Bankgeschäft; Parents-child relationship; Parent-child-relation; Parent-child relationship; Eltern-Kind-Beziehung; Phrasenstruktur; Grammatik; Mother; Mutter; Child; Kind; Kinder; Ausland; Diskursanalyse
Abstract	This study illuminated the strategy of Zenith Bank®, employing characteristics of children as fascinating instruments to persuade parents-cum-guardians to open a ZECA account for their children. Mrs. Bonke and the author randomly collected the advertisements for one year and nine months with a camera, utilizing a laptop to adjust the advertising frameworks. The author stratified the advertisements, enabling nine advertisements, entwined with features of children, for appropriate analysis. The application of Systemic Functional Linguistics' 'Clause as Representation' facilitated the calibration of the recurrences of the clause processes and circumstantial devices. Nevertheless, tables and graphs explicated the frequency and flow of the grammatical components. The study revealed that Material (holds, give and starts), Mental (matters to, smiles and experience), and Behavioral (speaks and mimic) processes dominated the texts; whereas Location (in your best interest, today and away from me) and Cause (for the first time and of building towards a brighter future) are major enhancing informative mechanisms. The verbal modes and non-verbal modes exhibited general facilities and specific elements in the communications. Some of the universal aspects are open a ZECA account, special memories, the grey background and the Zenith Bank logo. The Hold, The Smile, The Step and The Mimic are parts of the definite building blocks of the advertisements, which appeared in the form of maternal affiliation, paternal partnership, and the child's image. The investigation further demonstrated these modes in connotative figures. Among others, the images of hands in Plates 1 and 9 reflected strong ties among Zenith Bank's stakeholders. Owing to the innovativeness of these advertisements, one might call for the production of advertisements in marital domains because such constructs might engender deep love in family affairs. (As Provided).
Anmerkungen	Journal of Language and Linguistic Studies. Hacettepe Universitesi, Egitim Fakultesi B Blok, Yabanci Diller Egitimi Bolumu, Ingiliz Dili Egitimi Anabilim Dali, Ankara 06800, Turkey. e-mail: jllsturkey@gmail.com; Web site: http://www.jlls.org
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01