Multimodal Discourse Analysis of Competitive Non-Alcoholic Drinks Advertisements in Cameroon

Authors : Feuba Wanji Elvis, Ngu Nkwah Bertrand.

Volume/Issue : Volume 4 - 2019, Issue 1 - January

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The study examines non-alcoholic drinks advertisements on bill boards in Cameroon with Special Pamplemouse, Planet, Top and Malta Guinness placed on road side from a Multimodal Discourse Analysis approach. The focus of the work is to look at language use and linguistic tools employed by the producer in the nonalcoholic drink advertisements and how these devices control, manipulate and influence readers to effect purchases. The method of analysis is “Reading Images: The Grammar of Visual Design” by Kress and Leeuwen’s (2006). in studying the images and written texts in the advertisements. The study unveils how ideology and power of ‘Special, mon gout, l’effort, reconfort, fuel your greatness” is produced in these popular non-alcoholic drinks advertisements. The study uses a qualitative research which was carried out on the advertisements on road side “bill boards”. Our findings were that, the advertisers used different strategies to manipulate their audience including linguistic devices as power and ideology. The study brings out how the “ideology of Special, Mon gout, l’effort – reconfort, Fuel your greatness” and represented participants ‘celebrities’, young males, Muslims in the ads manipulate consumers and promote the ideology of ‘better life, greatness, taste, effort and reconfort, fuel, greatness’. The images and written texts of the advertisements are used by the producers to control the consumers minds. The producer uses power and ideology to manipulate and control consumers mind.

Keywords : CDA, MDA, Power, Ideology, Discourse, Advertisement, Consumption, Language.


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