Advertising Symbols as “Pictures in Our Heads”
Pp. 35-68 (34)
Emmanuel C. Alozie
Chapter V used qualitative content analysis to explore the cultural symbols
and values conveyed in 500-plus advertisements in Nigerian mass media. The analysis
determined that, excluding texts, the most common symbols found in Nigerian
advertisements were photos of human beings and products. The study also found that
Nigerian advertisements did not employ well-established Nigerian ethnic or national
symbols. For example, most of the advertisements did not use or combine any of the
major or minor Nigerian languages.
Semiotics/semiology, qualitative content analysis, signs, missing
symbols, positive/negative values.
Governors State University USA.