The study was designed to uncover the representations of consumerism as a part of the Nigerian capitalist. It employed a qualitative design, and co-opted Jacob Mey’s Pragmatic acts, and Kress and van Leeuwen multimodality to develop a model titled conceptual-textual meaning to analyse online advertisements of MTN and GLO. It analysed the representation of consumerism, using imagery and metaphors like food substances and other materials co-opted from the socio-cultural settings.
Discourse representation of consumerism in mobile telecommunication television advertisements.
Author(s) : John, F. Fredrick (Chrisland University, Abeokuta).