Browsing by Author "Dalamu Taofeek O"

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    Debating Anchor University’s Vision Frameworks as Syntax of Social Semiotics
    (Anchor University Journal of Humanities, Management and Social Sciences, 2023-12) Ogunlusi Gbenga; Dalamu Taofeek O
    This study examined the meaning potentials integrated in the communicative devices employed to promote the vision of Anchor University, Lagos (AUL). Six different posters, available within the AUL campus, served as the subjects of analysis. In order to deduce appropriate semantic values from the posters, the concepts of Theme/Rheme and Compositional Meaning were mechanisms of elucidating the AUL vision posters. Specifically, Theme/Rheme provided a platform for the analysts to account for the frequencies of the lexemic structures operationalised to fulfil the vision intention. The study revealed the support of: wordings such as ...Raising worthy leaders, Be a responsible member of the AUL community, and Become self-reliant practitioners; and pictures such as young graduates – male and female – and gold medals to entice the public to consider AUL as the option. The communications propagated direct gazes observable in three of the data samples (POS 1, POS 3, and POS 5) analysed in this work. These gazes demand from the audience an choose AUL as the institution of first choice, considering the gazes as compelling viewers to appreciation of the results of the vision’s application on students. The colours of purple, blue, and white – symbols of confidence, intelligence, royal dominance, and holiness governed the communications to illuminate exemplary lives in the AUL community. Thus, as this study has expounded the nitty-gritty of AUL’s vision modes, it could be suggested that scholars could attempt to explain the visions of institutions; such endeavours could exemplify hidden meaning potentials of several institutions’ visions for better understanding of their values, treasures, and principles.
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    Transitivity: Projecting Advertising Discourse as a Nation-Building Mechanism in Nigeria
    (ALÓRE: Ilorin Journal of the Humanities, 2021) Ogunlusi Gbenga; Dalamu Taofeek O
    This study investigated functional meaning potential in the discourses of advertising frameworks. To achieve this, eight advertisements of Ecobank, Orijin, Conoil, Chevron, ExxonMobil, Unity Bank, and Etisalat of the 2015 Nigerian Independence Day and Workers‟ Day were chosen for analysis. After the application of a sampling design to the texts, the advertisements were processed through Transitivity, enhancing the scientific computation of their structural and semantic frequencies. With a combination of qualitative and quantitative procedures, the analysis revealed general and specific meanings, where material processes such as has gone and partnered dominated the communications. Generally, a behavioural process, celebrate, a circumstantial feature of time, since then, and the active system of voice, we wish you, were deployed to stimulate readers. The study also demonstrated the spirit of association (we, our) to stimulate readers. Specifically, Ecobank rejoices with Nigerians as Conoil institutes a conquering spirit for citizens. Orijin throws critical judgment on people, while Chevron and Exxon Mobil propagate absolute commitment as fundamental to moving Nigeria forward. With Seaman’s Schnapps largely discouraging intoxication, the study suggested that the advertising industry should add moral contents to their discourses to augment nation building. Significantly, researchers-cum-students of discourse analysis will benefit from this appraisal to understand the effects of Transitivity on the nitty-gritty of advertising structures.