A multimodal analysis of Piggyvest's animated advertisement videos  

作　　者：Toluwani Deborah Odedeyi Temitope Michael Ajayi 

机构地区：[1]Department of Linguistics and African Languages,University of Ibadan,Ibadan,Nigeria

出　　处：《Language and Semiotic Studies》2023年第2期263-289,共27页语言与符号学研究（英文）

摘　　要：This study examines the persuasive strategies in selected animated advertisement videos by Piggyvest,the first and one of the fastest-growing online savings platforms in Nigeria,whose modus operandi is quite different from those of the conventional banking system.Drawing insights from Kress and van Leeuwen's(2006.Reading images:The grammar of visual design,2nd edn.New York:Routledge)Multimodal Discourse Analytic framework,12 samples of Piggyvest's animated videos(for advertisements)were randomly sampled out of the 30 videos initially purposively sampled.Findings reveal metaphorisation of financial management and discipline,playing around gender-related ideas on finances,foregrounding of aspirations and financial decisions,depiction of cognitive strength and weakness on money matters,and striking a connection between money and relationships are persuasive strategies deployed in the animated advertisement videos by Piggyvest to appeal to their target audience.

关 键 词：animated videos multimodal discourse analysis online banking PERSUASION Piggyvest 

分 类 号：H37[语言文字—阿拉伯语]