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Persuasion Through Semiotics: A Multimodal Analysis of Beverage Advertisements in Ghana

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Multimodal analysis reveals how semiotics shapes brand identity in Ghanaian beverage advertisements, suggesting strong cultural influences.

The analysis found that celebrity images and logos effectively enhance brand identity and consumer appeal.
Strategically used gestures and symbols communicate product advantages and reinforce brand image in advertisements.
Distinctive colors like red and black from brands such as Coca-Cola and Guinness contribute to identity and recall.
Culturally resonant colors convey emotions—yellow for energy and happiness, green for freshness and calm—which align with consumer lifestyles.

Appiah et al. (2025) studied this question.

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Multimodal analysis reveals how semiotics shapes brand identity in Ghanaian beverage advertisements, suggesting strong cultural influences.