Persuasion Strategies of Modes of Signification: A Case of Television Advertisement of Royco Mchuzi Mix

Abstract

Studies in signification as a communication strategy have underscored the need to analyze texts on the multi-modal plane, where the representation of reality is a function of a combination of an array of modes of signification. This type of communication poses a challenge to television viewers who are targeted by such modes. Understanding the persuasion strategies employed in advertisements is crucial for both marketers and consumers. This paper focuses on the specific persuasion strategies utilized through modes of signification in television advertisements in Kenya. More specifically, the paper analyzes the persuasive communicative strategies in the television advertisement of Royco Mchuzi mix. The objective is to examine the interpretation of the appealing strategies of the modes of signification using the Multi-modal Discourse Analysis Theory propounded by Kress and Van Leeuwen (2006). The paper also examines how television viewers perceive these strategies. The findings reveal that persuasion strategies appeal to emotional and rational instincts to attract viewers to commercial products. The intention is to influence the decision of the viewers in the process of making choices. The findings also reveal that television viewers pay little attention to the intended interpretation of the modes of signification employed for communication since they are not familiar with their hidden import.