A SEMANTIC ANALYSIS OF ADVERTISEMENTS ON BILLBOARDS OF POPULAR RESTAURANTS IN MAKURDI METROPOLIS
Abstract
This study aimed to analyse the advertisements on billboards of popular restaurants in Makurdi Metropolis through the lens of Charles Sanders Peirce’s Semiotics Theory. It examines how signs, images, and symbols of billboards of popular restaurants in Makurdi are employed to construct meaning and influence consumer perception. Using a qualitative method and semiotic analysis, the research explores the interplay between linguistic and visual elements in restaurant billboards, showing how signification processes contribute to brand messaging and consumer engagement. Findings reveal that restaurant advertisements strategically use iconic images of food, indexical references to local culture, and symbolic colour schemes to evoke emotions and persuade potential customers. The study concludes that Peircean semiotics provides a comprehensive framework for understanding how meaning is generated in billboard advertising. This research contributes to advertising discourse by demonstrating how semiotic principles shape marketing communication in urban spaces.
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.