A multimodal analysis of Piggyvest's animated advertisement videos
作者机构：Department of Linguistics and African LanguagesUniversity of IbadanIbadanNigeria
出 版 物：《Language and Semiotic Studies》 (语言与符号学研究（英文）)
年 卷 期：2023年第9卷第2期
页 面：263-289页
学科分类：0502[文学-外国语言文学] 050201[文学-英语语言文学] 05[文学]
主 题：animated videos multimodal discourse analysis online banking persuasion Piggyvest
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 *** insights from Kress and van Leeuwen s(*** images:The grammar of visual design,2nd *** 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 *** 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.
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