4 research outputs found
Rhetorical Strategies and Discursive Constructions in Nigerian Consumer Goods Advertising: A Critical Analysis of Persuasive Appeals
No full textThis study examines how Nigerian consumer goods advertisements engage audiences while transmitting and reinforcing socio-cultural ideologies. Advertising in Nigeria, particularly for fast-moving consumer goods (FMCGs), is a pervasive site where societal values, gender norms, and class distinctions are both reflected and normalized. Despite their significance, there is limited research on how multimodal strategies in these advertisements shape perceptions of identity, tradition, and consumer behavior, revealing a critical gap in postcolonial media studies. The study aims to investigate how Nigerian FMCG advertisements construct meanings related to gender, culture, and social status and how these messages intersect with neoliberal consumer ideologies. A purposive sample of twelve television and digital advertisements was analyzed using African communication theory, rhetorical analysis, and multimodal discourse analysis. Findings indicate that advertising in Nigeria conveys messages beyond mere product promotion, reflecting broader social themes: women are primarily associated with domesticity and beauty, whereas men are depicted in terms of success, performance, and social elitism. Cultural traditions are regularly adapted to align with market trends, positioning consumption as a vehicle for achieving identity, mobility, and moral duty. Advertising thus functions as a quasi-governmental force, influencing societal attitudes and regulating norms through visual and affective appeals. The study concludes that greater cultural sensitivity, inclusivity, and ethical standards are essential in Nigerian advertising. Policymakers, media practitioners, and civil-society actors are encouraged to consider the societal implications of persuasive media, integrating ethical frameworks into regulation and practice to promote equity, social responsibility, and culturally respectful representations in postcolonial contexts
Nigerian Journal of Banking and Financial Issues: EFFECT OF MONETARY POLICY ON DEPOSIT LIABILITIES OF COMMERCIAL BANKS IN NIGERIA
No full text© Department of Finance
Ekiti State University, Ado Ekiti, Nigeria.
The Nigerian Journal of Banking and Financial Issues (NJBFI) provides a unique forum for the articulation and dissemination of applied research by academics and professionals in the field of Banking and Finance or tested disciplines. It is biannual journal published by the Department of Finance, Ekiti State University, Ado Ekiti, Nigeria.
The Journal contains analysis of banking and finance issues relevant to the Nigeria economic experience and financial policies. Opinions expressed herein are these of the authors and her necessarily those of the Department of Finance.
All right reserved. No part of this publication may be reproduced or transmitted in any form or by any means. electronic, mechanical, photocopying, recording or otherwise of series in any retrieval system of any nature, without the prior written permission of the copyright holder.
Subscription Rate: Nigeria
Students: N2,000
Others: N2,500
Foreign US $25
Volume 9 No. 1, March 2023
ISSN: 1119 - 8494
Printed in Nigeria by: Department of Finance Ekiti State University Ado Ekiti,
Nigeria.
Tel: 08035023117,
080283887163.
EDITOR –IN – CHIEF: PROF. J. A. OLOYEDE MANAGING EDITOR: DR.(MRS) B. A. AZEEZ ASSOCIATE EDITOR: DR. F. T. KOLAPO
ADVISORY BOARD PROF. WOLE ADEWUNMI PROF. W. I. IYIEGBUNIWE PROF. S. I. OWUALAH
PROF. (MRS) E. O. ADEGBITE PROF. FAMOUS IZEDOME PROF. A. A. AWE
PROF. T. M. OBAMUYI PROF. S. O. AKINMULEGUN PROF. F. M. EPETIMEHIN PROF. S. A. TELLA
PROF. R. O. SOMOYE
EDITORS
PROF. S. O. ADEUSI PROF. A. O. ADARAMOLA DR. L. B. AJAYI
M. O. OKE
L. A. SULAIMAN DR. J. O. MOKUOLU DR. DAPO FAPETU DR. J. A. AJAYI
BUSINESS MANAGERS
S. O. DADA
DR.MRS. O. G. OBISESAN DR. MRS. A. O. ADEJAYAN DR. I. E. AJAYI
CALL FOR PAPERS
The Nigerian Journal of Banking and Financial Issues (NJBFI) provides a unique forum for the articulation and dissemination of applied research by academics and professionals in the field of Banking and Finance or tested disciplines. It is biannual journal published by the Department of Finance, Ekiti State University, Ado Ekiti, Nigeria.
Interested contributors are invited to submit well researched papers which have not been provide published either in whole or part in any journal.
i Three copies of the manuscript should be submitted, each copy of which must be typed on one side of A4 sized paper only and double spaced.
Manuscript should not exceed twenty pages, including notes, reference, table and chart
The cover page of each manuscript should contain title of papers, names(s) and additional of author(s)
An abstract of not more than 120 words typed single spaced on a separate sheet book precede the main text. The short abstract should summarize the main argument of the article
Bibliographical references should be indicated in the text using the author data style with page numbers where necessary. All reference must adopt America psychological Associate (APA) current style and reference pattern.
Table and charts should be placed as close as possible to relevant discussion. End noted should be numbered consequently, and should not solely comprise references.
Manuscript which do not conform to these guidelines may be returned
All manuscript and other correspondences should be sent to:
The Managing Editor:
Journal of Banking and Financial Issues C/o Department of Finance
Ekiti State University, Ado -Ekiti, Nigeria.
OR
The Business Editor: Department of Finance,
E-mail: [email protected]
Nigerian Journal of Banking and Financial Issues: EFFECT OF MONETARY POLICY ON DEPOSIT LIABILITIES OF COMMERCIAL BANKS IN NIGERIA
No full text© Department of Finance
Ekiti State University, Ado Ekiti, Nigeria.
The Nigerian Journal of Banking and Financial Issues (NJBFI) provides a unique forum for the articulation and dissemination of applied research by academics and professionals in the field of Banking and Finance or tested disciplines. It is biannual journal published by the Department of Finance, Ekiti State University, Ado Ekiti, Nigeria.
The Journal contains analysis of banking and finance issues relevant to the Nigeria economic experience and financial policies. Opinions expressed herein are these of the authors and her necessarily those of the Department of Finance.
All right reserved. No part of this publication may be reproduced or transmitted in any form or by any means. electronic, mechanical, photocopying, recording or otherwise of series in any retrieval system of any nature, without the prior written permission of the copyright holder.
Subscription Rate: Nigeria
Students: N2,000
Others: N2,500
Foreign US $25
Volume 9 No. 1, March 2023
ISSN: 1119 - 8494
Printed in Nigeria by: Department of Finance Ekiti State University Ado Ekiti,
Nigeria.
Tel: 08035023117,
080283887163.
EDITOR –IN – CHIEF: PROF. J. A. OLOYEDE MANAGING EDITOR: DR.(MRS) B. A. AZEEZ ASSOCIATE EDITOR: DR. F. T. KOLAPO
ADVISORY BOARD PROF. WOLE ADEWUNMI PROF. W. I. IYIEGBUNIWE PROF. S. I. OWUALAH
PROF. (MRS) E. O. ADEGBITE PROF. FAMOUS IZEDOME PROF. A. A. AWE
PROF. T. M. OBAMUYI PROF. S. O. AKINMULEGUN PROF. F. M. EPETIMEHIN PROF. S. A. TELLA
PROF. R. O. SOMOYE
EDITORS
PROF. S. O. ADEUSI PROF. A. O. ADARAMOLA DR. L. B. AJAYI
M. O. OKE
L. A. SULAIMAN DR. J. O. MOKUOLU DR. DAPO FAPETU DR. J. A. AJAYI
BUSINESS MANAGERS
S. O. DADA
DR.MRS. O. G. OBISESAN DR. MRS. A. O. ADEJAYAN DR. I. E. AJAYI
CALL FOR PAPERS
The Nigerian Journal of Banking and Financial Issues (NJBFI) provides a unique forum for the articulation and dissemination of applied research by academics and professionals in the field of Banking and Finance or tested disciplines. It is biannual journal published by the Department of Finance, Ekiti State University, Ado Ekiti, Nigeria.
Interested contributors are invited to submit well researched papers which have not been provide published either in whole or part in any journal.
i Three copies of the manuscript should be submitted, each copy of which must be typed on one side of A4 sized paper only and double spaced.
Manuscript should not exceed twenty pages, including notes, reference, table and chart
The cover page of each manuscript should contain title of papers, names(s) and additional of author(s)
An abstract of not more than 120 words typed single spaced on a separate sheet book precede the main text. The short abstract should summarize the main argument of the article
Bibliographical references should be indicated in the text using the author data style with page numbers where necessary. All reference must adopt America psychological Associate (APA) current style and reference pattern.
Table and charts should be placed as close as possible to relevant discussion. End noted should be numbered consequently, and should not solely comprise references.
Manuscript which do not conform to these guidelines may be returned
All manuscript and other correspondences should be sent to:
The Managing Editor:
Journal of Banking and Financial Issues C/o Department of Finance
Ekiti State University, Ado -Ekiti, Nigeria.
OR
The Business Editor: Department of Finance,
E-mail: [email protected]
Nigerian Journal of Banking and Financial Issues: EFFECT OF MONETARY POLICY ON DEPOSIT LIABILITIES OF COMMERCIAL BANKS IN NIGERIA
No full text© Department of Finance
Ekiti State University, Ado Ekiti, Nigeria.
The Nigerian Journal of Banking and Financial Issues (NJBFI) provides a unique forum for the articulation and dissemination of applied research by academics and professionals in the field of Banking and Finance or tested disciplines. It is biannual journal published by the Department of Finance, Ekiti State University, Ado Ekiti, Nigeria.
The Journal contains analysis of banking and finance issues relevant to the Nigeria economic experience and financial policies. Opinions expressed herein are these of the authors and her necessarily those of the Department of Finance.
All right reserved. No part of this publication may be reproduced or transmitted in any form or by any means. electronic, mechanical, photocopying, recording or otherwise of series in any retrieval system of any nature, without the prior written permission of the copyright holder.
Subscription Rate: Nigeria
Students: N2,000
Others: N2,500
Foreign US $25
Volume 9 No. 1, March 2023
ISSN: 1119 - 8494
Printed in Nigeria by: Department of Finance Ekiti State University Ado Ekiti,
Nigeria.
Tel: 08035023117,
080283887163.
EDITOR –IN – CHIEF: PROF. J. A. OLOYEDE MANAGING EDITOR: DR.(MRS) B. A. AZEEZ ASSOCIATE EDITOR: DR. F. T. KOLAPO
ADVISORY BOARD PROF. WOLE ADEWUNMI PROF. W. I. IYIEGBUNIWE PROF. S. I. OWUALAH
PROF. (MRS) E. O. ADEGBITE PROF. FAMOUS IZEDOME PROF. A. A. AWE
PROF. T. M. OBAMUYI PROF. S. O. AKINMULEGUN PROF. F. M. EPETIMEHIN PROF. S. A. TELLA
PROF. R. O. SOMOYE
EDITORS
PROF. S. O. ADEUSI PROF. A. O. ADARAMOLA DR. L. B. AJAYI
M. O. OKE
L. A. SULAIMAN DR. J. O. MOKUOLU DR. DAPO FAPETU DR. J. A. AJAYI
BUSINESS MANAGERS
S. O. DADA
DR.MRS. O. G. OBISESAN DR. MRS. A. O. ADEJAYAN DR. I. E. AJAYI
CALL FOR PAPERS
The Nigerian Journal of Banking and Financial Issues (NJBFI) provides a unique forum for the articulation and dissemination of applied research by academics and professionals in the field of Banking and Finance or tested disciplines. It is biannual journal published by the Department of Finance, Ekiti State University, Ado Ekiti, Nigeria.
Interested contributors are invited to submit well researched papers which have not been provide published either in whole or part in any journal.
i Three copies of the manuscript should be submitted, each copy of which must be typed on one side of A4 sized paper only and double spaced.
Manuscript should not exceed twenty pages, including notes, reference, table and chart
The cover page of each manuscript should contain title of papers, names(s) and additional of author(s)
An abstract of not more than 120 words typed single spaced on a separate sheet book precede the main text. The short abstract should summarize the main argument of the article
Bibliographical references should be indicated in the text using the author data style with page numbers where necessary. All reference must adopt America psychological Associate (APA) current style and reference pattern.
Table and charts should be placed as close as possible to relevant discussion. End noted should be numbered consequently, and should not solely comprise references.
Manuscript which do not conform to these guidelines may be returned
All manuscript and other correspondences should be sent to:
The Managing Editor:
Journal of Banking and Financial Issues C/o Department of Finance
Ekiti State University, Ado -Ekiti, Nigeria.
OR
The Business Editor: Department of Finance,
E-mail: [email protected]
