Verbal and visual signifiers of advertising shares offers in Nigeria’s 2005 bank recapitalisation

Abstract

This article examines the interactions of verbal and visual signifiers to advertise shares offers in the 2005 bank recapitalisation in Nigeria. It considers such signifiers as rhetorical devices to influence the prospective subscribers to invest in shares, thereby saving for the proverbial rainy day. Data for the study comprise eight adverts culled from some of Nigeria’s national daily newspapers and news magazines between March and December 2005. Lemke’s multimodal semiotic theory and Barthes’ conception of the interaction of signs as encapsulated in the concepts of ‘anchorage’ and ‘relay’ provide the theoretical perspective for the data analysis. The study reveals that the advertisers creatively blend verbal and visual cues in the discourse largely to elicit certain sensibilities in the readers so as to make them think and act in the direction of the investment offer being touted. Generally, the advertisers’ appropriation of culture-specific issues in the Nigerian context, building a strong and credible brand to enhance the integrity of the respective banks and harping on the exigency of keying into the investment offers, serves as useful rhetorical appeals for the effectiveness of the multimodal semiotic resources in the discourse.