A MULTIMODAL ANALYSIS OF THE USE OF LANGUAGE AND VISUAL IMAGERY IN SELECTED TELECOMMUNICATION ADVERTISEMENTS IN NIGERIA

Abstract

This study examines how Nigerian telecommunication advertisements use language and visual imagery to create 
meaning, reflect cultural values and build consumer loyalty. Drawing on semiotic theory and Fairclough’s (1992) 
Critical Discourse Analysis model, the research explores the underlying messages and ideologies embedded in eight 
advertisements produced by MTN, Airtel, Glo and 9mobile between 2021 and 2025. The adverts were sourced from 
official platforms, transcribed and analysed with attention to their linguistic choices, visual elements and sound 
effects. The findings show that these advertisements rely on a careful combination of words, images and music to 
tell emotionally engaging and culturally familiar stories. Rather than simply promoting services, the adverts position 
telecommunications as central to everyday life and social belonging. Each brand projects distinct values: MTN 
emphasizes resilience and collective strength, Airtel highlights family bonds and pride, Glo focuses on unity and 
survival, while 9mobile celebrates ambition and shared memory. Connectivity is, notably, framed as essential to 
progress, identity and inclusion across all the adverts. The study concludes that Nigerian telecommunication brands 
build customer loyalty mainly through emotional appeal and cultural connection, not just through claims of service 
quality.