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

机译:非语言交流是尼日利亚平面广告文字的主要特征

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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.
机译:基于观察,定性内容分析和第二手资料,本文批判性地考察了非语言交流在尼日利亚大众媒体中的重要性,特别是在平面广告中。该论文主要基于两种理论(即符号学和结构主义理论),认为尽管很难在大众传播环境中对它们进行系统地量化,但非言语提示对于所有媒体制作者传达情感,对听众的知识和信息意义。与之相伴的是,非语言交流线索实际上遍及了尼日利亚大众传媒的生产。本文通过尼日利亚印刷广告中的插图证明了这一事实。它认为,在尼日利亚的平面广告文字中,非语言交流是通过特定的视觉组成和副语言实现的。印刷广告通常包含各种视觉效果,这些视觉效果是/或广告客户在促销时寻求与产品或服务相关联的积极属性的索引或符号标志。平等地部署了各种形式的副语言,以暗示人们可以从消费产品或使用促销服务中获得收益和满足感。

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