What does this research mean for the field?

Nonalcoholic beverage advertisements in Osun State, Nigeria utilize multimodal strategies to promote ideologies of better life and taste, influencing viewers' consumption behaviors. Novelty: ClaimNovelty.NOVEL_FINDING. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This research aims to explore the ideological meanings and influences of nonalcoholic beverage advertisements on viewers in Osun State, Nigeria.

February 22, 2026Open Access

An Epistemological and Ethical Examination of a Multimodal Discourse Analysis of Selected Nonalcoholic Beverages TV Advertisements in Osun State, Nigeria

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Authors

TBTemitope Abiodun BalogunKennesaw State University BEBukola EmmanuelYahoo (United Kingdom)ITIsiaq Damilola Toriola

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Implication

Analysis reveals how nonalcoholic beverage ads influence consumer behavior in Nigeria, suggesting deeper implications for marketing ethics.

Key Points

This research aims to explore the ideological meanings and influences of nonalcoholic beverage advertisements on viewers in Osun State, Nigeria.
Analyzed advertisements from two television stations in Osun State, Nigeria.
Utilized the multimodal framework of Kress and Leeuwen (2006) for textual and visual analysis.
Investigated linguistic devices and visual strategies used in the advertisements.
Advertisers used various persuasive strategies to influence viewer consumption.
Key brands promoted ideologies centered on 'Better life, greatness, and taste.'
Images and colors in ads served as emotional connectors, affecting viewer engagement and response.

Cite This Study

Balogun et al. (2026) studied this question.

synapsesocial.com/papers/699a9e2d482488d673cd4b6a https://doi.org/10.5281/zenodo.18706748

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Implication

Analysis reveals how nonalcoholic beverage ads influence consumer behavior in Nigeria, suggesting deeper implications for marketing ethics.

An Epistemological and Ethical Examination of a Multimodal Discourse Analysis of Selected Nonalcoholic Beverages TV Advertisements in Osun State, Nigeria

Discussion

Member takes

Implication

Key Points

Cite This Study

An Epistemological and Ethical Examination of a Multimodal Discourse Analysis of Selected Nonalcoholic Beverages TV Advertisements in Osun State, Nigeria

Discussion

Member takes

Implication

Key Points

Cite This Study

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