Akèrègbè, Resourcing the Past, Communicating the Present in Shared Cultural Knowledge: A Case Study of GTB Advertising
A communication strategy in advertising can take any shape provided it meets both intentions of manufacturers and demands of recipients. That is why the study focused the bottle gourd (Akèrègbè) as a communicating device utilized in a Guaranteed Trust Bank® (GTB) advertisement. The study consider...
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doaj-1de6c921cd2341518112e8855b2a3bdd2020-11-25T02:26:22ZengDanubius University Acta Universitatis Danubius: Communicatio1844-75622069-03982018-06-01121113137Akèrègbè, Resourcing the Past, Communicating the Present in Shared Cultural Knowledge: A Case Study of GTB AdvertisingTaofeek Olaiwola Dalamu0University of LagosA communication strategy in advertising can take any shape provided it meets both intentions of manufacturers and demands of recipients. That is why the study focused the bottle gourd (Akèrègbè) as a communicating device utilized in a Guaranteed Trust Bank® (GTB) advertisement. The study considered a GTB advertisement that propagates *737# and the image of a palm wine tapper as a device of influencing consumers. The advertisement, collected from the GTB branch of the University of Lagos, Nigeria was processed through the application of denotative and connotative terminologies from the Barthesian perspective. The advertisement constructed a relationship between the past culture (bottle gourd) and present culture (computerization) as a means of persuasion. The investigation demonstrated the application of the alphanumeric code, Bank*737# as the motif of the advert with bottle gourd playing a supportive role of communicating a consistent service and protection to customers. The study concluded that campaigning of a product with the blend of the past and the present resources can increase sales. Besides, such a socio-cultural merger has the capacity to stimulate knowledge not only in the advertising industry but also in the exploration of the Yorùbá cultural past to the entire world.http://journals.univ-danubius.ro/index.php/communicatio/article/view/4887/4509advertising communication; below the clause; denotation; connotation; ideology |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Taofeek Olaiwola Dalamu |
spellingShingle |
Taofeek Olaiwola Dalamu Akèrègbè, Resourcing the Past, Communicating the Present in Shared Cultural Knowledge: A Case Study of GTB Advertising Acta Universitatis Danubius: Communicatio advertising communication; below the clause; denotation; connotation; ideology |
author_facet |
Taofeek Olaiwola Dalamu |
author_sort |
Taofeek Olaiwola Dalamu |
title |
Akèrègbè, Resourcing the Past, Communicating the Present in Shared Cultural Knowledge: A Case Study of GTB Advertising |
title_short |
Akèrègbè, Resourcing the Past, Communicating the Present in Shared Cultural Knowledge: A Case Study of GTB Advertising |
title_full |
Akèrègbè, Resourcing the Past, Communicating the Present in Shared Cultural Knowledge: A Case Study of GTB Advertising |
title_fullStr |
Akèrègbè, Resourcing the Past, Communicating the Present in Shared Cultural Knowledge: A Case Study of GTB Advertising |
title_full_unstemmed |
Akèrègbè, Resourcing the Past, Communicating the Present in Shared Cultural Knowledge: A Case Study of GTB Advertising |
title_sort |
akèrègbè, resourcing the past, communicating the present in shared cultural knowledge: a case study of gtb advertising |
publisher |
Danubius University |
series |
Acta Universitatis Danubius: Communicatio |
issn |
1844-7562 2069-0398 |
publishDate |
2018-06-01 |
description |
A communication strategy in advertising can take any shape provided it meets both intentions
of manufacturers and demands of recipients. That is why the study focused the bottle gourd (Akèrègbè)
as a communicating device utilized in a Guaranteed Trust Bank® (GTB) advertisement. The study
considered a GTB advertisement that propagates *737# and the image of a palm wine tapper as a device
of influencing consumers. The advertisement, collected from the GTB branch of the University of
Lagos, Nigeria was processed through the application of denotative and connotative terminologies from
the Barthesian perspective. The advertisement constructed a relationship between the past culture
(bottle gourd) and present culture (computerization) as a means of persuasion. The investigation
demonstrated the application of the alphanumeric code, Bank*737# as the motif of the advert with bottle
gourd playing a supportive role of communicating a consistent service and protection to customers. The
study concluded that campaigning of a product with the blend of the past and the present resources can
increase sales. Besides, such a socio-cultural merger has the capacity to stimulate knowledge not only
in the advertising industry but also in the exploration of the Yorùbá cultural past to the entire world. |
topic |
advertising communication; below the clause; denotation; connotation; ideology |
url |
http://journals.univ-danubius.ro/index.php/communicatio/article/view/4887/4509 |
work_keys_str_mv |
AT taofeekolaiwoladalamu akeregberesourcingthepastcommunicatingthepresentinsharedculturalknowledgeacasestudyofgtbadvertising |
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1724847499883053056 |