CERTIFICATION

This is to certify that this work was carried out by OBALAKUN Shukurah Adekemi

(EGL/2015/331), OLANIRAN Femi Oyetunde (EGL/2015/422), ONIFADE Oluwatoowo

Lydia (EGL/2015/482) and SANYA Ireoluwa Damiloju (EGL/2015/535) under the

supervision of Dr Kehinde Ayoola in the department of English Language, Faculty of Arts,

Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria.

-------------------------------------------------- Date-------------------------

Dr Kehinde Ayoola

(Supervisor)

---------------------------------------------------- Date------------------------

Professor Rotimi Taiwo

(Head of Department, Department of English Language)

i
 DEDICATION

This work is dedicated to God Almighty. To our late colleague, ADEKILEKUN Fathiu
Adewale (EGL/2015/038).

ii
 ACKNOWLEDGEMENT

To God Almighty alone be all glory and adoration; The Omniscient, Omnipotent and

Omnibenevolent. He, the Unquestionable, pillar and all in all. This work would not have been

a reality without Him even during the whirlwind, His mercy and favour kept us throughout.

Special appreciation goes to our prolific and indubitable supervisor, Dr Kehinde Ayoola for

his fatherly disposition towards us and his mentoring spirit. We thank you sir for your

unflinching support.

A deep gratitude to our respective parents, Alhaji and Alhaja Obalakun, Mr and Mrs Onifade,

Mr and Mrs Sanya and Mr and Mrs Olaniran. Thanks for their unrelenting support and words

of encouragement.

iii
 TABLE OF CONTENTS

CERTIFICATION................................................................................................................... i
DEDICATION........................................................................................................................ ii
ACKNOWLEDGEMENT.......................................................................................................iii
ABSTRACT............................................................................................................................ v
CHAPTER ONE..................................................................................................................... 1
INTRODUCTION................................................................................................................... 1
1.1 Background to the Study...........................................................................................1
1.2 Statement of Research Problem.................................................................................4
1.3 Aim and Objectives of the study................................................................................4
1.4 Research Questions...................................................................................................5
1.5 Significance of the Study...........................................................................................5
1.6 Scope of the Study.....................................................................................................5
1.7 Expected Contribution to Knowledge........................................................................5
1.8 Methodology.............................................................................................................5
1.9 Definition of Terms...................................................................................................6
1.10 Summary..................................................................................................................7
CHAPTER TWO.................................................................................................................... 8
LITERATURE REVIEW........................................................................................................8
2.1 Introduction............................................................................................................. 8
2.2 Discourse..................................................................................................................8
2.2.1 Discourse Analysis..................................................................................................10
2.2.2 Multimodal Discourse Analysis........................................................................11
2.2.2.1 Visual Analysis Theory........................................................................................13
2.2.2.2 Visual Rhetoric Theory.......................................................................................14
2.3.1 Social Semiotics...................................................................................................15
2.3.2 A social semiotic view of multimodality...............................................................16
2.4 Advertisement.........................................................................................................16
2.5 Billboard and Handbill Advertisement....................................................................18
2.6 Review of Related Works........................................................................................20
2.7 Theoretical framework............................................................................................22
2.7.1 Semiotics............................................................................................................. 23
2.7.2 Ferdinand de Saussure’s theory of sign................................................................23
2.7.3 Charles Sanders Peirce’s theory of sign................................................................24
CHAPTER THREE.............................................................................................................. 26

iv
DATA ANALYSIS................................................................................................................ 26
3.1 INTRODUCTION........................................................................................................... 26
3.2 VERBAL ANALYSIS......................................................................................................26
3.2.1 GRAPHOLOGY........................................................................................................... 26
3.2.2 MORPHOLOGY.......................................................................................................... 28
3.2.3 LEXIS.......................................................................................................................... 30
3.2.4 SYNTAX...................................................................................................................... 32
3.3 VISUAL ANALYSIS.......................................................................................................36
3.3.1 Colour.......................................................................................................................... 36
3.3.2 ORIENTATION........................................................................................................... 38
3.3.3 IMAGERY................................................................................................................... 39
3.3.4 GESTURE.................................................................................................................... 42
3.3.5 GAZE........................................................................................................................... 42
3.3.6 Nearness or Relative Distance........................................................................................43
REFERENCES....................................................................................................................... 46
APPENDIX........................................................................................................................... 52

v
 ABSTRACT

This research work examines a multimodal discourse analysis of a great noodles (Indomie)

packs. The company produces different means of advertising their products which among are

Handbills and Billboards that are analysed here. The objective of the study is to: Analyse the

verbal and non-verbal meanings resources in the handbills and billboards. The aim is to

discuss how the verbal and visual resources convey meaning in the Nigerian socio-cultural

context.

In a bid to achieve the targeted objectives, the methodology adopted involves the collection

of data for analysis through handbills and billboards of Indomie packs. The analysis of the

data is done according to different modes found on each handbills and billboards as a means

of advertisement. The theoretical framework adopted for this study is Social semiotic studies

according to Kress and van Leeuwen 1998 and 2005 which emanated from the works of

Ferdinand de Saussure and the American scholar, Charles Pierce. Social semiotic is the study

of signs in action, therefore, this work focuses its attention on the signs in action in the

handbills and billboards of Indomie noodles advertisement.

vi
vii
 CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Multimodality is a concept introduced and developed in the last two decades to account for

the different resources used in communication to express meaning. The term is used both to

describe the phenomenon of human communication and to identify a diversified and growing

field of research (Garcia 2016, Flores 2016 and Spotti 2016). As a concept of

communication, multimodality defines the combination of different semiotic resources, or

modes, in texts and communicative events, such as still and motion pictures, speech, writing,

layout, gesture, and/or proxemics. As a field of inquiry, research in multimodality is

concerned with developing theories, analytical tools and descriptions that approach the study

of representation and communication considering modes as an organizing principle (Garcia,

Flores and Spotti, ibid).

As a phenomenon of communication, the term is used not only by multimodal analysts, but

also by works in disciplines concerned with texts and meaning, such as linguistics and

communication studies, all of which however tend to devote their analytical focus on

language. Within the field of “multimodal studies” (O’Halloran and Smith, 2011), the

phenomenon of multimodality is approached through different theoretical perspectives

(Jewitt 2009; O’Halloran 2011), all hinging on four key assumptions (Jewitt, 2014), namely

that, (a) all communication is multimodal; (b) analyses focused solely or primarily on

language cannot adequately account for meaning; (c) each mode has specific affordances

arising from its materiality and from its social histories which shape its resources to fulfil

given communicative needs; and (d) modes concur together, each with a specialized role, to

1
meaning-making; hence relations among modes are key to understanding every instance of

communication.

All communication is, and has always been, multimodal (Kress and van Leeuwen 1996). Be

it face-to-face or distance, synchronous or asynchronous, every instance of communication

relies on more than one mode to make meaning. This might sound today like a commonplace;

yet historically, the dominant role attributed to verbal language, and the mode of writing

especially, has overshadowed the multiplicity of resources shaped socially to communicate.

This has meant not only that societies have developed the resources of speech and writing at a

particularly high level of articulation, but also that research and education have focused their

almost exclusive attention to the development of descriptions and the teaching of

prescriptions and conventions for the use of language. As a result, the investigation of other

modes has been restricted to specialised fields, such as musicology, the arts, etc.

The digital texts we engage with daily make meaning through the combined use of colour,

writing, sound, images, and layout, at least. It is not only the case of texts that we encounter

on the web, but also of “texts” that we interact with daily, to fulfil ordinary tasks in our

offline environments, such as the interfaces displayed on the screens of ATM machines or

those for purchasing a train ticket. This holds also for the texts that we produce; everyday

communication in digital environments faces sign-makers with a wide range of modal

options. The multimodal character of digital texts is also redefining the use of the resources

of language (van Leeuwen, 2008). Writing itself is changing its functions, as lexis integrated

in visual ensembles/syntagms (van Leeuwen, 2004), or as something to be acted upon rather

than read, as in the case of URLs used as hyperlinks (Adami, 2015). Writing is also an

increasingly developing resource for meaning-making, like those of font (Van Leeuwen,

2005; Van Leeuwen, 2006), which are generally disregarded in linguistic studies. While

2
speech is changing its functional load in the online homologue of face-to-face interaction,

i.e., video-chats (for the phenomenon of “mode-switching” in video-chats, Sindoni 2013), the

mode of image is being used for new interactive functions, as in Facebook comments, for

example. Such a changed semiotic landscape contributes in essential ways to the visibility of

multimodality as a phenomenon of contemporary communication, and to its usefulness as a

notion that can account for contemporary meaning-making.

Advertising in Nigeria has grown from its earliest beginning of using the town criers to

announce availability of goods and services to become a big industry in Nigeria. Advertising

is now very important in the economy of the nation, considering the fact that it serves as a

source of information about goods and services and also persuades consumers to patronise

the advertised goods and services.

Advertising is the structured and composed non-personal communication, usually paid for

and usually persuasive in nature about products (goods, services and ideas) by identified

sponsors through various media.

Furthermore, Encyclopedia Americana (1997:113) defines advertising as “the techniques and

practices used to bring products, services, opinions, or causes to public notice for the purpose

of persuading the public to respond in a certain way toward what is advertised”. Also,

Osunbiyi (1999:8) posits that: “advertising is a controlled persuasive communication, paid for

by identified sponsor(s), about products, services or ideas and disseminated through the mass

media to a target group. Daramola (2003:191) opines that the objective of advertising is to

induce immediate action, to create liking and preference for a product or organisation, and to

create awareness about a product or service. Some advertisements also seek to build a

respected corporate identity for a company, product, and brand name or make all familiar to

the public.

3
1.2 Statement of Research Problem

Various studies have been undertaken in the field of multimodal discourse analysis. Many

have attempted to study the meaning embedded in political advertisement, through media,

some of these studies have also centred on political speeches, congresses, texts, debates etc.

For instance, Taiwo (2007) examined the use of language in news tabloid, particularly in

headlines to reflect specific ideologies and power relations. Jegede (2015) examined the use

of processes in the editorials of Nigerian print media in order to achieve a meaningful and

effective communication. Ayeomoni (2012), Olaosun (2006) examined language and

visuality in selected commodity advertisements in some Nigerian Newspapers. Olateju

(2004) investigated analysing discourse in the ESL classroom.

However, there seems to be a lacuna in the multimodal analysis of the advertisement of some

brands and products like noodles, as there are not so many concrete research of multimodal

analysis conducted on them. This research conducts a thorough multimodal analysis on the

use of texts, images, colour, signs and symbols as multimodal tools in the analysis of the

handbills and billboard advertisement of the selected brands.

1.3 Aim and Objectives of the study

This research aims to carry out a multimodal discourse analysis of Indomie Handbills and

billboard advertisement. The objectives of this study are to:

i. Identify the dominant multimodal resources used in the billboard and handbills

advertisement of Indomie.

ii. Analyse the verbal and non-verbal meanings in the handbills and billboards.

iii. Discuss how the verbal and non-verbal resources convey meaning in the Nigerian

socio-cultural context.

4
1.4 Research Questions

i. What are the multimodal resources in products handbills and billboards?

ii. What meanings do the verbal and non-verbal signifiers convey?

iii. How do the handbills and billboards portray and represent the identity of the brand in

Osun State?

1.5 Significance of the Study

There has been a lot of multimodal discourse analysis done on advertisement but only few or

no work has been done on noodles handbills and billboard advertisement. This study draws

out linguistic and meta-/paralinguistic characteristics of multimodal discourse analysis which

includes signs, symbols, colours and images present in the handbills and billboard.

1.6 Scope of the Study

As emphasised in the objectives of this study, it will be deduced that the research is restricted

to Indomie noodles handbills and billboard advertisement. This restriction is not due to the

fact that multimodal analysis does not occur in other noodles handbills and billboard but it is

necessary to choose these particular products so as to be able to carry out a critical research in

the time provided.

1.7 Expected Contribution to Knowledge

Doing a concrete multimodal analysis of Indomie noodles handbills and billboard

advertisement will help to fill the void left by scholars in the area of multimodal discourse

analysis. As it appears that scholars have not focused extensively on this area, this research

will serve as one of the forerunners in this area of study pending further research.

1.8 Methodology

This section presents the procedures and methodology that would be employed in gathering

the data for the research work. It describes the nature of the research data, the method of data

5
collection and selection as well as the procedures for data analysis. It also explains the

theoretical framework adopted for this research. The research instruments for this study are

mobile phones, laptop, and digital camera.

The data used for this research are handbills and billboard of different products of Indomie

respectively. Altogether, fifteen handbills and billboard advertisement were purposively

selected for this study due to the richness of multimodal resource found in them. The

handbills and billboards were those that prominently encode salient information about modes

of advertising.

The purposive sampling method was chosen because it enabled the selection of handbills and

billboards that most portray adequate information about advertising these products. Also the

selected product handbills and billboards are rich in multimodal resources that encode certain

information about advertising.

1.9 Definition of Terms

 Advertisement: Advertising is the structured and composed non-personal

communication usually paid for and usually persuasive in nature about products

(goods, services and ideas) by identified sponsors through various media.

 Multimodality: Oxford Advanced Learner's Dictionary of Current English (6th

edition, 2000) defined multimodality as the quality of being multimodal, or

employing multiple modes.

 Billboard: Billboard according to Dominick (1998:406) cited in Olateju and Oyebode

(2014) is that medium of advertisement which remains the singular media form that

occupies our public space which members of the public cannot escape from.

 Handbills: Collins Dictionary of English defined handbills as a small printed notice

which is used to advertise a particular company, service or event.

6
1.10 Summary

In conclusion of this chapter, the background to the study has been carefully examined to

give adequate knowledge on what this research is about, statement of the research problem

also gives us an insight into what this research work would be based on. The aim and

objectives of this research as well as the research questions have been carefully stated. Also,

the significance and scope of the study have been clearly stated and justified. This chapter

most importantly includes the methodology which describes the nature of this research, the

data gathering and data analysis.

7
 CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction

In the contemporary world people compete, consciously or unconsciously, with each other

for diverse purposes including education, recruitment and even survival. Competition can

result due to scarcity or abundance. This influences advertising to function as a popular

mechanism which facilitates the whole process. Moreover, one is unable to walk down a

street, shop, watch television, go through the mail, read a newspaper or take a train without

encountering any kind of advertisement (Cook 2013). This review of literature in this chapter

brings into focus the studies and research done on the subject of multimodality, the concepts

and components, advertising discourse, which includes billboards and flyers.

2.2 Discourse

Etymologically, the word ‘discourse’ dates back to the 14th century. It is taken from the Latin

word ‘discursus’ which means a ‘conversation’ McArthur, (1996). Though in all cases it

relates to language, and it describes it in some way, the term conveys a number of

significance for a variety of purposes in its current usage. McArthur (ibid).

To start with, discourse is literally defined as ‘a serious speech or piece of writing on a

particular subject’ (Longman Dictionary of Contemporary English, 2001,). In this general

sense, it incorporates both the spoken and written modes although, at times, it is confined to

speech being designated as ‘a serious conversation between people. This restriction is also

implied in the word when it is used as a verb.

8
The meaningful combination of words whether in a written or spoken text in a particular

context is said to be discourse. Stubbs (1983:1) cited in Olateju et al. Fairlough (1992:28)

also defined discourse. He defined discourse to be more than just language use: but language

use, whether speech or writing, seen as a type of social practise.

According to Carter (1993), he specifies several denotations of the word ‘discourse.’ He

firstly refers to it the topics or types of language used in definite contexts. Here, it is possible

to talk of political discourse, philosophical discourse and the like. He continues with the

second denotation that, the word 'discourse' is occasionally employed to stand for what is

spoken, while the word ‘text’ is employed to denote what is written. It is however important

to note that the text/discourse distinction highlighted here is not always sharply defined. As

observed by Nunan (1993), the scholar explains that these two terms are sometimes used

interchangeably and in many instances treated differently. Carter (ibid) adds that the

'discourse/text' dichotomy is often correlated with the 'process/product' dichotomy

respectively. Carter’s third denotation is that, this word is used to establish a significant

contrast with the traditional notion of ‘sentence’, the ‘highest’ unit of language analysis:

discourse refers to any naturally occurring stretch of language. In this connection, Trask

(1999) clarifies that a discourse is not confined to one speaker or writer, but it can embrace

the oral or written exchanges produced by two or more people. It is this last sense of the term

that constitutes the cornerstone of the approach known as Discourse Analysis.

However, despite that discourse is defined as a chunk that surpasses the sentence, not all

chunks of language can fall within the scope of this definition. In fact, what characterises

discourse is obviously not its supra-sentential nature as much as the entirety it has its

coherence. To be more explicit, discourse is a complete meaningful unit conveying a

complete message Nunan, (1993). The nature of this whole cannot be perceived by

9
examining its constituent parts, ‘there are structured relationships among the parts that result

in something new’ Schiffrin, (2006, p.171). In the light of this, larger units such as

paragraphs, conversations and interviews all seem to fall under the rubric of ‘discourse’ since

they are linguistic performances complete in themselves.

2.2.1 Discourse Analysis

To embark on defining discourse analysis (henceforth DA), one would inevitably tackle two

divergent approaches to language in general and discourse in particular: the formal approach

and the functional approach. Schiffrin (1994) combines both approaches when designating

DA as ‘the study of language use above and beyond the sentence’ Schiffrin (1994: p.170).

The first trend in defining DA is a formal or structural trend. In this paradigm, DA is seen as

the exploration of language use by focusing on pieces larger than sentences. Schiffrin (ibid)

elucidates that discourse is merely a higher level in the hierarchy: morpheme, clause and

sentence (as stated originally by Zellig Harris in his first reference to DA); she also explains

that the pursuit of DA is to depict the internal structural relationships that tie the units of

discourse to each other: to describe formal connectedness within it.

The second trend is functional in perspective: it is not so much concerned with intra-

sentential relations as much as with language use. The analysis of discourse is, necessarily,

the analysis of language in use. As such, it cannot be restricted to the description of linguistic

forms independent of the purposes or functions which these forms are designed to serve in

human affairs. (p.1)

The focus in this conception is on the regularities which utterances show when situated in

contexts. Thus, it is obvious that the aspects of the world in which an utterance is used can

also contribute to the meaningfulness of discourse. van Els et al. (1984), in this respect, argue

10
that ‘the study of language in context will offer a deeper insight into how meaning is attached

to utterances than the study of language in isolated sentences’ (p.94).

2.2.2 Multimodal Discourse Analysis

It is widely recognized that communication in modern world does not depend only on the

verbal language; the non- verbal one also is needed. Communication requires the

combination of both linguistic and visual characteristics which is known as multimodal. This

last relies on semiotics resources for the projection of the meaning. (Ademilokun and Olateju.

2015).

Multimodal discourse analysis goes back to Halliday’s (1978, 1989) “Social semiotic

approach to language”. This semiotic approach enables people to communicate through

semiotic resources, (gesture, image and music) in order to transmit meaning with each other;

hence, language operates to describe the social situations that contribute in creating meanings

(Brain, 2012, p.170). Halliday, (2009) describes three types of social meanings that deal with

the use of language:

1. Ideational meaning which is the whole idea of the text.

2. Interpersonal meaning which pertains to the relationship between the participants.

3. Textual meaning that relies on how the message is organized.

Multimodal texts imply these aspects to achieve visual meaning. Images carry these

11
three aspects ideational which represents the meaning of image, interpersonal which means

the engagement of the image with the viewer and textual meaning depends on how the

component of the images are organized to achieve its impact.

Kress and van Leeuwen (2001) argue that multimodal text is concerned with three

perspectives to express meaning of images that are representational, interactive and

compositional meaning. The former is concerned with the description of texts, the latter is

pertained to the interaction of linguistic with other signifiers such as colour, gaze and dress.

The last perspective is depended on the explanation on the constituent elements of images

and its function. But, Lemke (1998) named them representational and organizational

meanings. Ademilokun, (2014) asserts that “multimodal texts are becoming popular for

political discourse, protest discourse and discourse of civic engagement among many others,”

(p.2). The widespread of the use of multimodal resources depends on the public’s ‘awareness

of the potentiality of multimodal texts to carry explicit meaning. Overall, multimodal

discourse analysis is pertained to the different modes of communication. In case of political

handbills images with written text are combined namely that multimodal texts need to be

understood as the combination of different modes which serves the purposes of creating

meaning in effective away. O’Hollaran and Smith (2011, p.50).

In multimodal discourse analysis, the image contains different figures such as diagram,

photographs (person), and maps. Images also contain written text like slogan, emblems and

banners. This means that multimodal discourse analysis depends on the link between the

portray element and written text, specifically the combination between verbal and non- verbal

communication. The essence of multimodal discourse analysis is shown in the use of visual

elements (depicted element) with written language. It is important to note that visual analysis

12
is very significant to provide reader or viewer with sufficient detail of what is depicted or

exhibited (images, video, photography).

Natharious (2004) demonstrates that in human history, the visual image has never been more

dominant that it is now (p.2). Namely the abundance of visuality in modern human

communication contributes to overcome the other sort of communication (verbal

communication). Similarly, Domka, Spratt. (2002) mention that visual communication

considered an effective tool for reinforcing elite or popular about causes or various issues.

For instance, politicians are portrayed in handbills, in order to provide their followers with

general details and information about their political ideologies, their plans and visions about

future. Additionally, the political power of visual images serves the political campaign in the

sense that those images provide them with the supports and acceptance of the politicians by

voters (p.4).

In this respect, Barthes, (1977) uses the two concepts anchorage and relay in demonstrating

the syntagmatic relationship between verbal and non- verbal communication in discourse. He

asserted that anchorage is most frequent function of linguistic message and commonly found

in press photographs and advertisements (p.40, 41); this means that anchorage refers to the

linguistic message which directed the reader in understanding meanings. While the relay is

concerned with the connection between texts and image that reflect a complementary

relationship.

2.2.2.1 Visual Analysis Theory

van Leeuwen, (2001) mentions that visual analysis is typically based on visual semiotic and

iconography which is associated with the art of representation of pictures and description of

images; Moreover, the iconographical process of visual analysis developed by art historians

13
such as Edgar Win, Erwin PanoFasky and Mayer Schapiro. These processes play a crucial

role in simplifying and clarifying meanings that are presented in images.

Carey, and Rumiko, (2001) claims that visual analysis introduces a clear method for

analysing the meaning and the element presented in images in relation to people and things.

In this way the meaning is described not only for representational sake, but also for

interactional side in order to catch the intention of the viewers to the image. This means that

the study of images and the description of its social context is not sufficient; so that the

semiotic practices is a significant process that influence the followers’ decisions because

images are produced to serve reality, documentary of place, thing and event. Their analysis

exclusively premised on factual information, precisely how maker is constructed reality in

images (interpretation, colour, ideology, bias).

According to some researchers, visuality plays vital role in political expressions in the sense

that visual images are used for the representation of politicians, political parties, their

attitudes to public; moreover, the visual images are more reliable to people then spoken or

written language. Ademilokun, (2016, p.2).

2.2.2.2 Visual Rhetoric Theory

Images extremely accomplish in order to send such goals or to advance particular ideologies.

Similarly, political images which construct to provide the audience by specific traits of

candidates’ messages. Kathleen, (1912, p.2) It is important to note that visual aesthetics

consider as essential part in rhetorical environment, and the condensation only on verbal

discourse can’t lead to understand the whole message.

14
The rhetorical theory exceeds the area of the analysis of linguistics artefacts, in which

concern with uncovering ideologies and the hegemonic power that offer s in images.

(Charles, Helmers, 2008,p.4).

Sonjak and Foss (1994) in their book “A rhetoric schema for the evaluation of visual

imagery” visual rhetoric’s used to mean both a visual object or artefact and perspective on

the study of visual data (p.304). It means that visual rhetoric’s use the visual symbols for sake

of communication.

It is worth to note that visual rhetoric characterizes by three concepts: the visual rhetorics a

symbolic action in which occurs between the image (what is portrayed) and the sign which is

connected. Then visual rhetoric contains also such constituent elements like colour, size and

form which employ to transfer such message to communicate. Finally, visual rhetoric is

communicative in which arranges particular elements and such action like smile, frown, etc

for the purpose of emotional connection (Sonja, 1994, p.305).

Goggin and Maurrondaly (2002) in her book “Rhetoric review”, articulates that visual

rhetoric divided into rhetoric of image and words and appears together in semiotics practice.

She elucidated that the relationship between rhetoric of images and words is more fluid than

is typically theorized (p.305); Furthermore, in case of political image, the symbolic

representations of candidate and their emblem are merged to appeal the electorate. Verbal or

rhetoric’s is tried to convince citizens with verbal symbols or words including an amount of

arguments and assertions (Kathleen, Strachan, 2004, p.136).

The analysis of rhetorical text is determined that communication can be visual, oral, written

or any other multimodal form. Audience, context and purpose are three concepts take into

account during the rhetorical analysis. Audience is the target citizen for the text, for instance

15
in the electoral handbills the electorate is the intended audience. Next, context is relevant to

the norms and values that underlie the text, because is aimed to reveal the perspective and

values that embody in the text. At the end, purpose of text in which pursuit to communicates

about particular ideas and concepts. For example, electoral handbills are represented to

appeal electorate to vote for particular party (Alfano and Brien, 2011).

2.3.1 Social Semiotics

The term ‘social semiotics’ was claimed to be introduced by Halliday (1978). Halliday

proposes that language cannot be separated from society. He views language as a ‘social

semiotic’ in which language, the means by which people interact, must be considered in a

social context. Language and society is a unified concept and need to be investigated as a

whole.

Halliday (1978: 14) points out those individual human beings become part of a group through

language. Halliday adds that a society does not consist of participants but of relations, and

these relations define a social role. The link between social roles and language is explained

by Halliday (1978: 15) as one in which social roles are combinable, and the individual, as a

member of a society, occupies not just one role but many at a time, always through the

medium of language. Language is again a necessary condition for this final element in the

process of the development of the individual, from human being to person to what we may

call ‘personality’, a personality being interpreted as a role complex. Here the individual is

seen as the configuration of a number of roles defined by the social relationships in which he

enters; from these roles he synthesizes a personality.

2.3.2 A social semiotic view of multimodality

Social semiotics has been developed as a theory of multimodal sign-making in the works of

Hodge and Kress (1988), van Leeuwen (2005a) and Kress (2010), who have extended

16
Halliday’s socially-framed view of language to all semiotic resources. Social semiotics draws

on Halliday’s assumption that language is a product of social processes and that the resources

of a language are shaped by the functions that it has developed to satisfy the needs of

people’s lives. Through their everyday acts of sign-making, while exchanging meanings,

speakers express social structure, affirm their social roles and transmit their systems of values

and knowledge. Grammar, as much as vocabulary, is a resource, rather than a set of

predefined rules, that speakers use creatively by making choices. Through choice, speakers

produce variation; variation expresses (affiliation and conflict with) social structures and

roles, along with systems of knowledge and values, i.e., power. Language in Halliday – and

all semiotic resources in Hodge and Kress (1988) – is a social process in two senses. In

expressing social values and structures, language reveals them and, at the same time, it

constructs them, thus establishing social relations and systems of knowledge and values every

time it is used. Through choice at all levels (orstrata), language expresses larger relations of

power existing within society and constructs power roles in the specific event.

2.4 Advertisement

The emergence of Advertising in Nigeria could be said to have started officially with Rev.

Henry Townsend's Newspaper called Iwe Iroyin in 1859 (Oduntan, 2005). This particular

newspaper carried advertisements on births and other social events.

Bardi (2010) agrees with Bel-Molokwu (2009) on his claim that advertising is as old as man.

To further corroborate the above assertion, Ogbodoh (1990:10-11) posits thus: Advertising in

Nigeria is said to have begun naturally with one of the earliest forms of mass communication

town crying. This traditional African medium performed the universal communication

function of disseminating information about available goods, services, and ideas to the

people. He explains the use of the traditional African medium which was used to announce

17
inter-tribal wars, disasters, and important ceremonies including marriages, products and

services to mention a few.

Looking in depth on the concept of advertisement, its primary objective is to attract people to

do an action as expected by its designer (Goddard, 2002, p. 9). An advertisement is used to

raise people’s attention toward an advertised product. MacRury (2009) argued that we need

to understand the advertisement cautiously due to its provocative nature. It merely serves as a

method which has a limited range of such purposes as increasing and preserving the

consumer’s awareness, disseminating information, and commonly making a case for a certain

product, service, and brand. In the same vein, Dyer (2008) noted that advertisement simply

has a range of communicative purposes, such as to notify, convince, figure out similarities,

and retell the audience about a product. However, the majority of the commercial

advertisements’ objective is to persuade and convince viewers to buy their products.

Advertisement can be found indoor and outdoor. The indoor advertisements include TV,

radio, and website advertisement among others, while the outdoor advertisements are posters,

billboards, and handbills. However, the latter deserves more attention in the discourse study

as they have been commonly ignored by the previous researchers (e.g., Oyebode &

Unuabonah, 2013). Moreover, besides the Internet, an outdoor advertisement can serve as one

of the easily accessible media from which people can access the information because it can

be found almost in every neighbourhood. Ajayi (2005), Oyebode and Unuabonah (2013)

mentioned that outdoor advertising offers a chance for people to look at, making it the most

reachable and least complicated method of advertisement. Moreover, Molina (2006, p. 9)

added “outdoor advertising is a significant medium that deserves attention in its right,

especially the way its “audience” is constructed as a public through discourses of “the public

interest” and “social responsibility.” Departing from this fact, this study investigated cigarette

advertisements on billboards as one type of outdoor advertisement by looking at how a

18
smoking company utilizes different semiotic signs to present meaning and fulfil a commercial

purpose.

2.5 Billboard and Handbill Advertisement

Advertisement according to findings has long been a subject of several disciplines such as

mass communication, marketing, sociology, cultural anthropology, social psychology,

semiotics and cultural studies. Ketabi (2015). Word in advertisement is said not to have

happened in isolation but occur in complex interaction with music, pictures and other text

around them. Cook (1992) cited by Ketabi (2015). Advertising or product presentation is one

of the most important genres in business. This presentation can vary depending on the

communicative situation in which they occur, but they share one main purpose which is to

persuade the addressee of the excellence of the product. Product advertisement can be done

through many means such as television, radio, jingles, talk shows, programmes, drama

presentation billboards, handbills, posters etc. (Tchai 2011 p.121).

According to Olaosun (2006), one and perhaps the most important duty of advertisers is to

place the message that has been designed in the appropriate medium. There are diverse forms

of media which advertisers employ to convey their message. They are exemplified by

magazines, newspaper, television, radio, outdoor hoarding and handbills, and cinema.

However, some are more popular than others. The most popular media of advertising are the

newspaper, radio, television and outdoor handbills and handbills.

Meanwhile, of all these media, the Billboard medium remains the medium that has the widest

coverage because, it covers the centre spectrum of population in terms of people of all ages,

income and educational levels, Ajayi (2005). It is an involuntary medium that is seen willy-

nilly, while walking, in buses, on trains, taxi-cabs, driving, at various places such as offices,

residential or commercial places, on the highways and inside the town. It reaches all classes

19
of people, young and old, business executives, market women, middle, upper and the lower

classes Olateju and Oyebode (2014; p,80). The adverts placed in billboard medium also have

another important edge over forms of media adverts and that is permanence. It provides an

all-year round exposure of messages to the target audience. The audience has the opportunity

to always go back and view a billboard advert at their convenience as many times as possible.

This is difficult to obtain in other media like radio and television where obtaining the

recordings of a broadcast poses a lot of challenges in terms of cost and accessibility, (Olateju

and Oyebode). Adeleke 2010 said it is that form of media that consumers encounter every

day at no cost reflecting their social, economic, culture, ideology and environmental factors,

unlike newspapers which have to be bought before accessing them.

Following Dominick (1998; p,406) analysis of advertising characteristics of various media,

billboard as a medium of advertisement, though highly expensive for the advertisers, remains

that singular media form that occupies our public space which members of the public cannot

escape from.

More also, handbills, a specific form of feature advertising, are printed advertisements used

by retailers to present their assortment, promote new products and stores, and communicate

about price specials (Miranda and Konya, 2006; Pieters et al., 2007).

Pieters et al. (2007) and Zhang et al. (2009) have examined the effect of competitive

advertisements in handbills on attention and sales. Attention to a whole page decreases with

contextual competitive advertising (Pieters et al., 2007).

2.6 Review of Related Works

Olowu & Akinkurolere (2015) have worked on a multimodal discourse analysis of selected

advertisement of malaria drugs. The study identified and analysed the visual and linguistic

components associated with the selected advertisement of malaria drugs. This was with a

20
view to describing the essential communication devices the advertisers of such drugs have

employed. Also, Chunyu & Mengxi (2016) have worked on a multimodal discourse analysis

of Tmall’s Double Eleven Advertisement. The paper analyses visual components of the

advertisement produced by Tmall for the Double Eleven Shopping Carnival from the

perspective of Visual Grammar. By analysing representational, interactive and compositional

meaning presented in the advertisement, the article illustrates how visual components serve

as a huge attraction to the viewers and effectively justifies the consumption behaviour by

appealing to the cultural and social state. It also sheds some light on raising the awareness of

consumers by presenting how advertisement producers practice psychological manipulation

on the viewers. More also, Upeksha (2015) from General Sir John Kotelawala Defence

University, Sri Lanka worked on A Multi-modal discourse analysis on Handbills Advertising

Spoken English Classes in Sri Lanka. His study focuses on handbills that advertise spoken

English classes in Sri Lanka. The main reason he chooses handbills advertising spoken

English classes is that the teachers who design these handbills often attempt to break away

from the mainstream and employ new ideas, challenge current trends in order to compete

with others in the field and attract more students which in turn has provided a wide array of

handbills designed using creative and innovative language and visuals. A multi-modal

discourse analysis perspective, therefore, enabled his study to analyse not only the language

and visuals but the ideologies behind using them as well. Thus, his aim of this project is to

analyse the language, images and ideologies used in the handbills advertising spoken English

classes while commenting on its effectiveness as well as weaknesses.

Another researcher, Yang Yang, (2016) from School of Foreign Languages, Chang’an

University, China also worked on A Social Semiotic Approach to Multimodal Discourse of

the Badge of Xi’an Jiaotong University. His article aims to unravel that both literal

expression and visual imagery have the ideographic function. The analysis in his article

21
primarily utilizes the theoretical framework of the visual communication grammar, which is

developed by Kress & Van Leeuwen from Halliday’s systemic functional linguistics. More

also, Sarah Helen Bok, a student of the Department of Linguistics, University of the Western

Cape also did a degree project work on A Multimodal Analysis of Selected National loveLife

HIV/AIDS Prevention Campaign Texts. Her study investigates the ever-changing trends in

visual texts and images used during HIV-prevention campaigns in South Africa. The aim of

her research is to evaluate and analyse the effect of multimodal texts used in HIV/AIDS

campaigns on the understanding and interpretation by the target group, and thus gauge their

effectiveness. Using a text-based multimodal approach (Kress and van Leeuwen, 1996/2006;

Martin and Rose, 2004), her study takes into account variables such as socio-economic status,

literacy levels, language and cultural differences of readers to evaluate the efficacy of

loveLife campaigns to disseminate the HIV/AIDS prevention message.

Nevertheless, Maryam, (2017) from the Department of English, University of Leicester

made her thesis for the degree of Doctor of Philosophy in English Linguistics under the field

of discourse analysis looking at A Multimodal Analysis of Print and Online Promotional

Discourse in the UK. Her thesis is concerned with investigating promotional discourse types

in the UK from more than one medium with the aim of showing and comparing the

characteristics (situational, generic, linguistic, and visual) of such discourse types, where

such features also reflect the complexity of the discourse. A few of the related works done by

scholars and researchers have been reviewed above. However, independent research has been

conducted globally on the language use, code-switching/mixing and the usage of visuals in

advertisements, not much research is done locally on billboard and poster advertisements in a

multi-modal discourse analysis perspective. This scenario brings into perception the current

research, which is a multi-modal discourse analysis of selected noodles and pasta handbills

and billboard advertisement in Osun State. The rate at which these big firms producing pastas

22
and noodles are trying to reach their customers and the demanding need to outsmart one

another in the sphere of marketing and persuading more customers in buying their products

have resulted in a competition among the companies to promote themselves over one another

in the service market. Since the only way to promote them is via advertising, it is worthwhile

to explore the manner in which language and visuals are strategically and innovatively

arranged in handbills and billboards to attract the target market.

2.7 Theoretical framework

There are different approaches to analyse a text and other works but the one which will be

adopted for this study is multimodal discourse analysis. Kress (2011), van Leeuwen (2004),

Machin (2008) and many notable scholars have worked assiduously in this area of study and

have come up with the view that multimodality can really be the solution to the complicated

mode of communication in human existence since multimedia is characterised by the

coherent combination of at least two media of communication in the conveying of messages

(Connolly and Phillips 2002 cited in Olateju et al).

Multimodality or what is known to be multimodal analysis or multimodal semiotics

according to Kress and van Leeuwen (2006) is when a text achieves meaning through a

number of modes.Modality can be seen as a particular way in which information is to be

encoded for representation to humans (Pierce 1867 cited by Omonijo 2013; p12). In Machin’s

(2007) explanation of modality, he sees modality as a way of analysing images that have

inspired by linguistic analysis allowing the reader what is offered as certain as opposed to

what is concealed. Typically, noodles handbills and billboards are multimodal in nature

because they communicate through graphics and textual elements.

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2.7.1 Semiotics

The term Semiotics is the study of signs. It is concerned with the ways we represent our

world to ourselves and to others. It is a human endeavour. Humans can communicate verbally

or non-verbally. They use signs, symbols, sound or paralinguistic means to communicate a

message. Semiotics is concerned with the production and interpretation of meaning. Its main

principle is that meaning is made by the deployment of acts and objects which function as

signs in relation to other signs. The complex meaning relations that can exist between one

sign and another constitutes the system of signs. Those relations such as meronyms, co-

meronyms, antonyms, and superordination are deployed in space and time in the process of

text production.

The current theories of semiotics may be traced to two main sources. The first is Ferdinand

de Saussure (1857-1913), a Swiss linguist who described ‘semiology’ as the study of the role

of signs as part of social life. The second is Charles Sanders Peirce (1839-1914), an

American philosopher whose field of study was the ‘formal doctrine of signs’ (Chandler,

2002).

2.7.2 Ferdinand de Saussure’s theory of sign

Ferdinand de Saussure is a linguist scholar who has developed the basis or groundwork of

general linguistic theory. He is well-known as a founder of modern linguistics. The

emergence of the sign theory in the field of linguistics started when he felt that the theory of

linguistic signs should be placed in a more general basis theory. Inspired and grounded from

that thought, he has proposed the term ‘semiology’ in a few compilations of lecture notes

taken by his students based on lectures given since 1907 to1911, which eventually have been

published as a book entitled Course in General Linguistics. Finally, those works or

masterpiece became a high_impact source of linguistic theory which is known as

24
structuralism (Grenz, 2001). Given below are the excerpts from Saussure which are

considered as a catalyst for the emergence of semiotic field.

A science that studies the life of signs within society is conceivable; it would be a part of

social psychology and consequently of general psychology; I shall call it semiology (from

Greek semeion ‘sign’). Semiology would show what constitutes signs, what laws govern

them. Since the science does not yet exist, no one can say what it would be; but it has a right

to existence, a place staked out in advance. Linguistics is only a part of the general science of

semiology; the laws discovered by semiology will be applicable to linguistics, and the latter

will circumscribe a well-defined area within the mass of anthropological facts (Leeds-

Hurwitz, 1993, p. 4).

2.7.3 Charles Sanders Peirce’s theory of sign

Charles Sanders Peirce is well-known as a pioneer of pragmatism doctrine who has provided

the basic in the general theory of signs through his writings, and texts that have been

compiled 25 years after his death in a single comprehensive piece of work entitled ‘Oeuvres

Completes’ (Zoest, 1991). Unlike Saussure who has introduced the term ‘semiology’, Peirce

proposed the term ‘semiotic’, which according to him is synonymous with the concept of

logic that focuses on the knowledge of human thinking process as portrayed in his writing

published in 1931/1958:

“Logic, in its general sense, is, as I believe I have shown only another name for semiotic, the

quasi-necessary, or formal doctrine of signs. By describing the doctrine as “quasi-necessary”,

or formal, we mean that we observe the characters of such signs as we know, and from such

an observation, by a process which I will not object to naming Abstraction, we are led to

statements, eminently fallible, and therefore in one sense by no means necessary, as to what

25
must be characters of all signs used by a “scientific” intelligence, that is to say by an

intelligence capable of learning by experience” (Leeds-Hurwitz, 1993, p. 4).

The main principles containing Peirce’s theory are the human mind and sign boundaries, the

three-dimensional system (triadic/trichotomy) and the relativity regarding the three

typologies or taxonomies of signs (icon, index and symbol).

26
 CHAPTER THREE

DATA ANALYSIS

3.1 INTRODUCTION

Multimodal discourse analysis is an aspect of discourse analysis that deals with the

interaction of visual and verbal modes in different communication such as advertising. It is an

in-depth analysis of a text with focus of different modes involved in their production.

Semiotic is simply the study of signs. These include the language we speak and gestures we

make. The semiotic approach is divided into verbal and visual. Kress and Leeuwen (2006)

have argued that the primary components of semiotic system are: Represented participants,

Modality, Interactive participants and Modality. All these are what are broken down simply

into Visual and Verbal aspect.

The verbal analysis comprises of the linguistic aspect in the handbills and billboards which

includes graphology, morphology, lexis and syntax and the visual aspect includes the use of

colour, images, gaze, etc.

3.2 VERBAL ANALYSIS

This section is concerned with the analysis of all textual and verbal features (across all levels

of linguistic analysis) identifiable in the selected Indomie noodles handbills and billboards.

3.2.1 GRAPHOLOGY

Graphology is an overview of writing patterns, exemplification can be seen in the use of

sentences cases in the creation of advertisement for the brand called Indomie is indicative that

each lexeme holds gravity and is pertinent to the message the brand intends to portray. This

entails all systems of writing employed in the selected Indomie noodles handbills and

billboards. They include;

27
a) Capitalization; this has to do with words written in capital/ block letters. This is

usually done to lay emphasis or make a feature prominent. For instance, product

name in Text I and J are written in block form to distinguish from other features.

Also, the compound sentence YOU WANTED MORE YOU HAVE MORE

which has the biggest size of block forms in Text I,

Instances in text H such as ‘Instant Noodles’, You Like No Other is presented

using sentence cases hereby making it foregrounded and thereby, attracts immediate

attention.

In text C, there is an influx of graphological model such as ''Deliciously

Nutritious'' which also uses sentence cases to indicate the importance of the word.

In this case, the adverb ''Deliciously'' qualifies the taste of the product while the

adjective ''Nutritious'' presents the product as essential. The capitalisation then

indicates the product as one which has a very good taste and the required nutrients

for good healthy and growth. Likewise also is ''THE COMPLETE MEAL

EXPERIENCE'' which is written in block letters to present itself as an apposition

of the product's name Relish. The phrase ''Introducing Relish" also uses sentence

case to accentuate its importance. It insinuates the reassurance of the literal meaning

of the phrase as the product contained ingredients which are not in any other noodle

products. The complete capitalisation also indicates the title case and thus implies

that the phrase is as significant as the product's name. The capitalisation of each

word on the content lists connotes balance and insinuates the words are equally

important.

b) Typography: this has to do with varying sizes of writing. Expressly, bigger fonts

are always used to ensure emphasis on its relevant inscriptions. Example also is the

28
 verbless clause in Text B You Like No Other which though written in sentence

cases is written with a unique font making it also prominent. Another example is in

text E, More Veggies Great Taste which is written in the biggest font in the

advertisement. Veggies is written in a font and in different colour different to others.

It is so because its addition is what makes the taste to be great compared to other

noodles without it.

3.2.2 MORPHOLOGY

This is set to discuss all forms of word formation processes specific to the selected Indomie

noodles handbills and billboards. It highlights a semiotics study of the form and structure of

linguistic elements present in the selected channels of advertisement.

a) Blending; the process by which new words are formed by combining parts of two

words. This is evident in the brand’s name-Indomie. Indomie is a blend of two word-

Indonesia and Mie. Indonesia is clipped into “Indo” and then blended with Mie

(Indonesian word for noodles). Blending is used to make the two different words

shorten together and easier to be pronounced. The name INDOMIE sounds livelier

and would not give people problem when trying to call the name compared to the

word INDONESIA NOODLES. Also, people in Nigeria might decide not patronise

the product once it is refer to as otherwise instead of INDOMIE. So blending

reshapes the name and the ideology people will derive from the product when being

advertised. This is further to declare the universality of the noodles brand.

Another instance of this morphological process is seen in Text G, here a blend

between the brand nominal term Indomie and Table to create Indomitables meaning

Indomie is a food that should without saying be eaten on a table.

29
b) Compounding; the combination of two or more words to form a new word. This is

illustrated in Text I. the product name HUNGRY MAN is an open compound word.

This signifies the how compound the product is in nutrition as well as excitement. The

nominal group instant noodle in text A is derived through compounding; an open

compound that is generated from two different words implying that their Noodle is

made ready in an Instant.

Also in text C the initial word Supermarkets is a compound word. It is a combination

of an adjective Super and noun Market, with an addition of an inflectional morpheme

-s serving as the suffix of the compound word.

c) Suffixation as a word formation process creates tasty nutrition which is the brand’s

tagline that cuts across all text(s) taste in addition to the derivational morpheme -y.

equals tasty. Also the addition of ion to the word nutrient gives nutrition.

In text E Nutritious is another exemplification of suffixation, the addition of the

derivational morpheme -ous changes it to an adjective Nutritious. Thus, it becomes a

qualifier, describing the new Indomie Relish as a nutrient provider.

Stores also undergone a morphological process of suffixation through the addition of

an inflectional morpheme -s. The addition of suffix ‘s’ to the nominal item therefore it

transforms the item from singular to plural. This is done in order to inform the

customers that the Indomie Noodles can be gotten from any shop close to them be it

wholesale shops or retail shops.

d) Clipping: Veggies is synonymous to vegetable but derived when able is clipped

away. It can be leaves, roots, flowers or fruits but excluding any plant considered to

be fruit, grain, or spice in a culinary sense. This elucidate why the noodles is named

ORIENTAL noodles. Indonesia is a country in south east part of Asia that mostly

30
 consists of people that are vegetarians. Vegetarians are people who does not eat

animal flesh, or, in some cases animal product. For such people, Indomie with

chicken flavour or fish sauce is forbidden and prohibited and therefore cannot be

consumed. Oriental fried noodle which is prepared with more vegetable of their

choice and taste is therefore a substitute for them over other flavours. Carrots, onions

and other type of vegetable are drawn to reveal the actual vegetable used in the

product production.

3.2.3 LEXIS

Basically, lexical words are meaning infused; various mediums of Indomie’s advertisement

makes use of lexical words which are short and witty and also easily understood. This tactic

could have been employed intuitively because of two reasons; firstly, because the target

buyers of the products are children and secondly, because the placement of their

advertisement module is strategic and as such catchy, short and witty words are needed.

This gives insight to all vocabulary used by the advertisement.

a) Content/Lexical Words; words that carry their own meaning, usually nouns,

adverbs, adjectives and lexical verbs. This is very recurrent in Text I and J. content

words such as buy, wanted, original, super, hungry man, nutrition, tasty, chicken,

flavour, more, etc. the billboards make use of content words more to make the

language simple and straightforward and easily understood.

''Relish'' is found in Text C, the word ordinarily means a seasoned source and

appetite or enjoyment. Connotatively, the word refers to a product with seasonings

and real proteins that not only gives good flavour but also real taste. The word also

refers to the pleasure derived from the consumption of the product. The flexibility of

31
the word also has an effect. Although it is used as a nominal item which refers to a

product, it also functions as a verb and creates a humorous use of the word.

''Deliciously'' as a word deliciously is another lexical item which calls the attention

of the reader. The lexical item is an adverb which tells the manner of how pleasing the

taste of Indomie Noodles is.

''Nutrition'' as a word is an adjective which basically informs the reader that Indomie

Noodles is a product which contains substances that bring healthiness and growth to

the human body. The lexical item is used to describe Indomie as healthy to eat

product that provides the required nutrients. The word Nutritious further qualifies the

product as one which has a required nutrient for growth and health.

Another dominant lexical item is ''Complete''. The adjective complete ordinarily

means ''nothing is missing out''. The lexis is used to tell the reader that Indomie

Noodles is a balance diet meal.

The lexical item ''Experience'' is used as a noun to pass information across to the

reader. The word is used to promote the product as one which will catch the interest

of consumers and have them desire for it.

In Text D, the noun ''Calcium'' is an important nutrition fact. Calcium is medically

known to make the teeth and bones stronger. Through the intake of Indomie Noodles

which contains calcium, muscles and different joints in the human body become

stronger. The nominal phrase "Strong Bones And Teeth'' is placed below the noun

''Calcium'' to inform readers about the function of calcium.

''Vitamin A'' also a noun is a variety of the Vitamin types and a nutrition fact of

Indomie Noodles. Through the consumption of Indomie noodles which contains

Vitamin A, good sight or vision is assured the consumers. The presentation of the

prepositional phrase ''For Good Eyesight'' below the noun ''Vitamin A'' shows it to be

32
 the real function of this vitamin, while directly confirms the fact that Indomie Noodles

is rich in Vitamin A.

b) Function/Grammatical Words; words whose purpose is to contribute to the syntax

rather than the meaning of the sentence. They have no meaning of their own.

Examples are for and be. The advert makes use of very little of the function words,

this is to preach that there are no unnecessary features in the product.

3.2.4 SYNTAX

Syntax is the study of the internal arrangement of the intricacies that makes up a complete

sentence. This aims to discuss word order and structure as used in the selected Indomie

noodles handbills and billboards.

a) Structural Classification; this deals with what the structure of the word order

employed in the handbills and billboards are set to achieve.

Instant Noodles is a nominal group; instant is an adjective qualifying the noun

noodles. The ‘instant’ is to expatiates on the fact that the product INDOMIE is a fast

food that can be ready for consumption within a short period of time to meet its

purpose which is to alleviate hunger. It is also a minor sentence used basically

because of the purpose it meant to serve. The nominal group ‘Tasty Nutrition. Good

for you’ which is Indomie’s tagline is short, and incisive with meaning easily derived

as passer-by would at a glance know that the product is both tasty and also Good for

them, it is also a declarative or a statement of fact as it may seem. Short and precise

words are used when advertising for consumers to get the information about the

product being advertised. Also for the billboard to look catchy and reveal relevant

information without consuming much time of the reader or viewer, minor sentence is

usually employed. The nominal group ''Tasty Nutrition'' is a complement of the brand

33
''Indomie Instant Noodles''. It simply reads that the product is a tasty nutrition which

provides the body required nutrients and has a scintillating taste. The sentence which

follows the above ''Good For You'' is a completive of the above. However, it is

separated from it to indicate the significance of their consumers. Ordinarily, it should

read ''A tasty nutrition that is good for you''. The omission of the relative ''that'' and

stative verb ''is'' is to make it brief and simple to say. The omission also makes it a

minor sentence and allows the pronoun ''You'' to be easily noticed. The phrase also

directs the declaration to the viewers and readers.

The nominal group ‘HUNGRY MAN SIZE’ in Text I is the name of the product and

is made to sit right next to the plate of noodles displayed. This signifies what the

product is produced to achieve- fill a hungry man. This is done in order to clear the

assumption that Indomie noodles is only for the children, it can also be eaten and can

also fill a hungry man.

In Text C ''INTRODUCING RELISH'' the participle Introducing is an attention

catching device used to draw the attention of the reader to the content of the handbill.

Relish immediately follows the word Introducing as a way of retaining the interest of

the readers. The advertiser knowing the reader would ask what Relish is immediately

gives more information about the product in the phrases below the name. The vertical

progression in the relay of information necessitates the reader to continue reading the

handbill till the last sentence.

Also, the adjectival group ‘Like No Other’ in Text J qualifies the product- SUPER

PACK and the brand Indomie. Simply put, it literarily explains how that the Indomie

Super Pack noodle is like no other, it is the best.

Moreso, the sentence You Like No Other in TEXT B is a verbless clause-a sentence

that can stand alone and gives a coherent meaning without an action word. The full

34
construction should have been You Are Like No Other but ARE, the verb, is omitted

which makes it verbless. Also the sentence is declarative sentence; a statement telling

us fact about something or providing a relevant information. The information

provided is that the product INDOMIE cannot be compared to other noodles.

Furthermore, compound sentence ‘YOU WANTED MORE YOU HAVE MORE’ in

Text I illustrates the compound feature of the product being advertised - HUNGRY

MAN SIZE. It basically explains how it is that it can exemplify the name of the

product.

In Text C ''Deliciously Nutritious'' is an adjectival group which qualifies the product.

The two lexical items in the group are collocative in that they are commonly used to

describe food. The phrase also presents the product as a perfect one which has a good

taste and also nutritional benefit. The phrase ''THE COMPLETE MEAL'' which is the

nominal group and ''IN 5 MINUTES'' is a prepositional phrase. The phrase simply

validates the word ''INSTANT''. The product takes only five minutes to cook. The

product is efficient and also retains its quality as indicated by the phrase.

''THE COMPLETE MEAL EXPERIENCE”

The sentence is a simple sentence and it gives an information about the product. It is

a metaphor which presents the product as a self-sufficient experience. The group is

more or less an apposition of ''Relish''. The nominal group ''The Complete Meal'' can

be interchangeably used as 'Relish'. Thus, ''Relish Experience''. Although the group

functions as a qualifier to Experience, it also refers to the product as one which meets

the desire of the target audience as it not only contains noodles but also chicken or

seafood.

35
 In Text D, ''INDOMIE DAY IN MY SCHOOL' is a nominal phrase which includes

the nominal group and prepositional group. It portrays the setting of the advert as a

classroom. Apparently, the phrase is the title of a narrative essay written by pupils.

'I'm Enriched With Tasty Nutrition''

This is a direct speech of speech of an assumed pupil testifying to the nutrition of

Indomie Noodles. It is a simple sentence with the personal pronoun ''I'' as the subject,

''am'' as the predicate, ''enriched'' as the complement and ''with tasty nutrition'' as the

adjunct. The nominal phrase ''Tasty Nutrition'' is a substitution for ''Indomie Noodles''.

The testimony of the pupil validates the credibility of the product.

The heading ''Nutrition Facts'' is also a nominal group with ''Nutrition'' as the modifier

and ''Facts'' as the headword.

''Mental Strength'', ''Health Growth'', ''For Good Eyesight'', ''Strong Bone And Teeth''.

The first, second and fourth are nominal phrases while the third is a prepositional

group. They state the nutritional benefits of Indomie Noodles.

b) Functional classification; this deals with the functional aspect of the sentences used

in the advertisement.

The imperative sentence BE ORIGINAL hints at the originality of Indomie noodles

and also compels the viewer to stay original as well by buying the product. The

inscription is however placed on the participants (who are made to interact in love and

display happiness) which further highlights that the viewer is beseeched to be true to

themselves in the love and happiness they show forth in the community.

(It is)/ ''Now /available/ in your neighborhood supermarkets and stores.'' (SP)/A/C/A

36
 The declarative sentence at the bottom of the handbill provides an information about

where and when to buy the product. The omission of the subject and predicate is

deliberate. The fronting of the adverb ''Now'' is to make the reader know the product

is already available. The effect is to persuade the reader to get the product as soon as

possible. The omission of the subject and predicate is also necessary to avoid

redundant repetition since it is already known that what is ''Now available'' is ''Relish''.

The possessive pronoun "your'' indicates the direction of the sentence to the reader.

This creates an impression of familiarity which positively affects the reader and

shows that advertiser recognises their importance.

Also, the imperative sentence BUY is made to order the viewer to purchase the

advertised product, the tag on which it is written is attached to a picture of the

advertised product to demonstrate that what they see is what they get.

3.3 VISUAL ANALYSIS

This section is concerned with all visual characteristics of the selected Indomie noodles

handbills and billboards.

3.3.1 Colour

Colour is a phenomenon with a huge semiotic import. Different meanings are communicated

through colours. (Olateju 2004, p. 42)

i) Red; which is known to be a primary colour; is also a warm and positive

colour according to Olateju et al 2014, this could be in use to incite curiosity

in the viewers about what the brand is trying to sell. It is a very physical

colour which draws attention to itself and calls for action to be taken. It

signifies energy, passion, action, it could also stand for appetite, little wonder

words like BUY in text J is written in red. Also, red is also used as the overall

37
 background of Text I.Red as a colour when given advance meaning portrays

relationship status bond together by blood. Looking at Text B where there is

an image of a woman and a little child, the colour helps to interpret the

relationship between the two as that of mother and child. Since the product

being advertised is mostly consumed by children, red appears to be the most

suitable colour for advertising the product.

ii) Yellow; yellow is the colour of sunshine and it is associated with joy,

happiness, intellect and energy. It is a great colour for children’s product as it

stimulates their mind and creates creativity. Yellow is also paramount in the

handbills and billboards advert. Yellow as a colour connotes optimism,

cheerfulness and excitement. If studied closely, it interprets that consuming

this particular noodles called Indomie help children to develop mental strength

and be optimistic. Children with regular intake of this product are always

cheerful, their mental state is active and sensitive. It makes them intellectually

standard, reason fast and mental buoyant.\

iii) Green: As one of the primary colour is dominant in the handbills. Green as a

colour connotatively means nature, renewal and fertility. The advent usage of

green represents what should be a vital part of any function of food; green here

represents growth, indicative that their product constitutes of natural

supplements that aid growth in their targeted age group of the economy. It also

shadows the claim of the company indicating stability in the Noodle market. It

connotatively means nature as could be found everywhere everyday by

everybody. Green also symbolises fertility and renewal.

iv) Blue colour: This indicates responsibility and radiance; it envisions

naturalness and clearness as it is the colour of the sky. Often associated with

38
 depth and stability, blue is used to depict trust, dependability and honesty. The

brand name Indomie is always written in blue colour to preach the stability

and trustworthiness of the brand as well as their products. It causes mental and

sensory distinctiveness, and clarity of understanding. This is showcased when

it is used to introduce Vitamin A as one of the nutrition gotten from the

product providing good and clear eyesight.

v) White: It is used to show integrity and truthfulness of the company as well as

the peace that comes with her products. For instance, in Text I and J, the

names of the product are written in white to show its true value (HUNGRY

MAN SIZE and SUPER PACK respectively). Also, the slogan is also written

in white as well- Tasty Nutrition. Good For You.

vi) Black: a colour that interprets elegance and sophistication, revealing how

refined and portrays the beauty of the new product which is characterised by

minimalism and intuitiveness while preserving exactness and precision.

vii) Orange: this implies vitality gotten from their products

3.3.2 ORIENTATION

This is concerned with how images are positioned, the data under study varies from both the

landscape and also portrait orientation; this could be associative of the fact that the brand has

diverse products cutting across their demographic market place

The horizontal positioning of the images of the product in both Text I and J exemplifies the

stability of the product, also, the horizontal positioning of the participants in Text B also

represents the stability of the love mother and child share, the horizontal orientation of the

participant in Text I however signifies uniqueness.

39
In Text D, the information of this handbill also comes in vertical progression. The positioning

of the pupil at the left side, below the assumed rectangular writing board indicates that what

the day is all about in the pupil's school is Indomie. In order to share his experience and give

testimony about the product, he is positioned as a sophisticated and intelligent tutor of the day

who gives the unknown facts about Indomie Noodles.

Below the assumed writing board are four circle images and in their centre is an icon. These

circles through the inscriptions on them inform the readers of the nutrition facts of this

Noodles. The roundy formation of the circles close to the icon in the centre suggests

uniformity and circulation of balance diet. The nutrition circles as placed beside the boy

upholds the validity of his testimony about the product.

The healthy looking boy is given a close shot by the advertiser, showing him to be an

important character of the handbill in projecting the good quality of this product to the

audience. He is presented closed to the audience and he gazes directly at them. Also, the

placement of the Indomie sachets at the extreme end of the handbill, below the image circles

is done to visually project the sample of the Indomie Noodles. All these semiotics resources

are applied to pass information and are constructed with relative closeness to each other,

thereby creating an atmosphere of visual unity.

3.3.3 IMAGERY

This proclaims the study of the display of both human and non-human participants whose

interaction or expressions serves to add to the array of messages the brand intends to pass

across.

Image is an important part in advertising strategy. It is an optical or other representation of a

real object; a graphic or picture. It plays the role of communicating ideas to the viewers

without words. As can be seen in Text B, there is an image of an African woman according to

40
her attire with a child presumably to be her child. Kress and Leeuwen (2006) refer to them as

Represented participants. Also in Text J, the participants are in very close interaction of a

mother and child’s A big bowl of already cooked Indomie and a glass of water is placed at

the front of the child. As it can be interpreted, the mother is monitoring the child as she eats

which is the responsibility of every mother to watch over her child. With big smiles on both

their faces, this depicts the mother-child relationship of care and love which the Indomie

noodles has taken advantage of to foster a closer relationship between a mother who feeds a

child with Indomie noodles and her daughter. The child is seen having a broad smile on her

face, this mean that she is satisfied and contented with the food her mother has prepared for

her without any iota of regret or rejection. This reaction of the child attributes to the

emotional stability of the mother. Another represented image is found in Text C, an image of

oriental fried noodles sachet nylon. The nylon contains the exact already cooked sample of

the noodles. The motive for doing this is solemnly for easy identification and motivation.

Looking at the cooked noodles, viewers get salivated and the urge to get the product

increases. The picture of carrots and onions proves the fact that it really made with fried

vegetables.

''The Indomitables'' as portrayed in Text F and Text G is pertinent to the message of the

images of the characters. The characters on the handbill are presented as the representation of

the five superheroes. It has been discovered through research that the five (5) superheroes

represent the amazing superpowers that match all the different nutrients children get from

eating Indomie Noodles. The first character is Tweeny, a female superhero who has the power

of invisibility as she can pass through any state of solid matter effortlessly. The next character

is Vision. He is presented as a character that has ultra-super sights and releases laser through

his eyes. Next to Vision is Bigboy, a male superhero who represents the epitome of strength

41
and invincibility. Stretchy, a male superhero represents flexibility. Also, Swifty is presented

as a female superhero who represents the power of speed and agility.

In Text F, the presentation of the image of the tablet phone as held by two hands is adopted

so as to show the readers and viewers how beautiful the game really looks like. The game is

presented on a tablet screen to catch the interest of the readers in downloading the game and

to also play it. Since the main target of Indomie Noodles company is to stamp their authority

as every child's favourite brand and by so doing, they have been able to identify and come up

with something these children all love and that is superhero game which is tagged ''The

Indomitables''. The game is made to keep to further interests their consumers who are mostly

young people and presents the brand as one full of fun. The creation of the game also

promotes the brand as one which cares not only about the nutrition of their consumers but

also their recreation. As the saying goes, all work and no play makes Jack a dull boy and also

all food and no play makes Jack a dull boy.

There is the image of a person playing the game. Due to the fact that the focus is on the

game, the identity of the person's gender is omitted and the phone screen and hands holding

the phone are presented. This image is presented in this perspective so that the reader

assumes the role of the person playing the game. This creates an inviting effect and improves

the interest of the reader. In the screen of the tablet is the game. This image presents the game

as an adventure and it is a known fact that children and youth like game of adventure. So, this

also propels the reader to download the game. The advertiser expecting this effect to arouse

in the reader then provides an image of a QR code giving the reader the immediate answer of

how to get the game. The image of Google Play logo at the bottom of the handbill also

indicates the alternative platform where the game can be downloaded. The images of these

options portray the advert as not only attractive but also informative.

42
In Text D also, the advertiser presents the image of the boy confirming him to be a testifier of

the good product. The writing materials on the handbill further validate the assertion about

the environment of the advert. The intelligence of the boy is shown through his illustration of

the product's benefits. Some circles in different colours containing the varieties of nutrient are

placed beside the pupil to project to the readers the nutrients in Indomie Noodles. An icon is

placed at the centre of the four circles to also project the visual representation of the benefits

of Indomie.

Two Indomie sachets are positioned beneath the nutrition circles to serve as samples of the

product, and to also remind the reader that it is the product being discussed in this context.

The participant in the handbill is an individual character and obviously a small boy, who is

placed in the advert by the advertiser to represent the healthy children of the society, and to

also inform the unaware ones in the society to go and get the Indomie product to become a

resemblance of him.

3.3.4 GESTURE

Gesture refers to motions made to emphasize speech or as a sign. Considering the participant

in Text I, the man with hands up in the air makes a gesture of surprise and excitement. This is

to give the public a shock as their expectation concerning a product that can fill much more

has been met even beyond belief. The participants in Text J however make no gestures except

of a facial expression of smile depicting the warmth, happiness and livelihood that

accompanies the Indomie Super Pack.

3.3.5 GAZE

This has to do with the participants’ centre of attention- the viewer or something else.

The gaze could be depicted as looking ate the viewer or not looking at the viewer.

43
 a) Looking at the viewer: The participants in Text J are typical examples of the gaze

looking at the viewer. The two participants in the billboard both share a smile with the

viewer, causing the viewer also to smile as a result of their interaction. This is an

illustration of the happiness that comes with the Indomie noodles.

b) Not looking at the viewer: The participant in Text I would serve as an illustration of

this type of gaze. In the billboard, the participant is made to look not directly at the

viewer but rather at the plate of Indomie noodles placed right beneath its look. This is

aimed at drawing the attention of the viewers to the Indomie noodles, make then

salivate and have a desire for the same dish as well.

3.3.6 Nearness or Relative Distance

This has to do with proximity within the visual space. In Text J, the BUY tag and the

image of the Super Pack noodles are positioned in very close proximity in order to

intensify the effect of the advertisement on the viewers. Also, in Text I, the

declarative sentence YOU WANTED MORE YOU HAVE MORE and the image of

the Hungry Man Size noodles are also in close space to exemplify the pictorial

representation of the brand’s response to her customers.

44
 CHAPTER FOUR

SUMMARY, FINDINGS AND CONCLUSION

INTRODUCTION

This chapter of the research is the concluding part which entails summary of the work,

findings and conclusion.

SUMMARY

45
This research work contains four chapters. The first chapter is entails the introduction to the

background of the study, statement of research problem, aim and objectives, scope of the

study, significance and expected contributions to knowledge. The methodology presents the

procedures employed for data gathering research work. The sampling method was selected

for adequate information about data collection. The second chapter explores the literature

review of the work, the theoretical framework and review of related works. The theory of

social semiotic is adopted in analysing the signs that are predominant in the data collected.

The chapter three basically entails the analysis of the whole work using the two divisions of

semiotics which are the visual and the verbal aspects.

FINDINGS

The finding of this work is based on the multimodal analysis of Indomie noodles handbills

and billboards. How the visual and verbal aspects of semiotic is employed in the two means

of advertising to persuade consumers to buy their products.

CONCLUSION

The logical deduction gotten from the analysis of Indomie billboards and handbills is that the

visual and verbal modes combined together make a salient impact in convincing the

consumers in purchasing the product. The gradation of colours, placement of represented

participants and catchy words make the fact that the product company continuous growth

cannot be envisage.

46
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APPENDIX

TEXT A

54
TEXT B

55
TEXT C

56
TEXT D

57
58
TEXT E

59
TEXT F

60
TEXT G

TEXT H

61
TEXT I

62
TEXT J

63