Multimodal Narrativity and Contextual Dynamics in MTN’s Nigerian Advertisements

Abstract

Advertising is a medium of communication that persuades, informs, shape consumer behaviours and drive business growth. Despite the growing body of research on advertising and visual semiotics, there is a noticeable gap in the literature concerning the specific strategies employed by multinational companies like MTN in African markets. Much of the existing research on advertising tends to focus on Western contexts, leaving African markets underexplored. This study aims to fill this gap by providing a detailed analysis of the visual and contextual parameters in MTN’s advertisements, with a particular focus on how these elements are tailored to resonate with the Nigerian audience. Therefore this study investigates visual semiotic resources and contextual parameters deployed in the selected MTN adverts. Grounded in Kress and Leeuwen’s grammar of visual design, the study employs qualitative methods to analyse selected advertisements, examining visual and textual elements to uncover their role in meaning-making. The findings indicate that MTN’s advertisements employ carefully chosen imagery and indirect engagement techniques, such as gaze and body language, to foster a deep emotional connection with the audience. This approach, combined with the strategic placement of textual elements, enhances viewer participation and makes the messages more impactful. The meticulous compositional layout ensures a harmonious balance between visual and textual components, guiding the viewer’s attention effectively. The paper also found that the MTN advertisements are contextualised within broader social and cultural discourses, reflecting themes of inclusivity and community while resonating with the socio-political landscape. This contextualisation demonstrates how the advertisements reinforce MTN’s brand identity by shaping and being shaped by societal values. Thus, the paper reveals that MTN’s advertisements effectively use visual metaphors and strategic text placement to convey powerful narratives and engage viewers. The integration of these elements within social and cultural discourses underscores their role in reinforcing brand identity. The study concludes that MTN’s advertisements utilise visual and textual semiotic resources effectively to connect with audiences. Future research should explore the long-term effects of such advertising strategies on social perceptions and consumer behaviour.