Visual Communication in Advertisement: A Social Semiotic Analysis of Selected Billboards in Awka Metropolis

Abstract

This paper examines the use of visual communication in advertising, specifically focusing on the social semiotics analysis of selected billboards in Awka metropolis. The research explores how billboards use visual signs and symbols to convey meaning, and how these meanings are interpreted by the target audience. The study adopts a qualitative research design, using content analysis and social semiotics and multimodality as frameworks for data analysis. The finding of the research contributes to our understanding of the role of visual communication in advertising and provides insights into the effectiveness of billboards as a medium of advertising in the Awka metropolis. The study also has practical implications for advertisers, on how to use visual communication effectively on billboards to reach the target audience.