For many semioticians and cultural critics, it is always difficult to decode the meanings of billboard texts and symbols due to cultural differences. This paper investigates the texts, symbols and persuasive elements on some educational billboards in Buea-Cameroon, with a view to determining the meanings they communicate. The paper employs the semiotic theory of De Saussure and Barthes’ theory of myth to highlight the meaning which educational billboards communicate through persuasion and symbolism to lure potential clients to patronize the schools. From a cultural perspective, critics would question the aesthetic aspects of the symbols and texts based on their values. However, semiotics enquires into the way meaning is created by texts and symbols and not simply investigating what the meaning is. In terms of method, fifteen (15) educational billboards were subjected to qualitative analysis using？the？descriptive method. The findings revealed four semiotic elements viz: textual, plastic arts, iconic, linguistic and contextual. On the textual elements, we discovered that font size, font type and colour are given prominence. Plastic arts consist of construction through shapes, spatial composition, and texture. Iconic elements were revealed by pictures of kids and students on billboards. Linguistic features recognized metaphors and alliteration that couched the meaning of the words graphically inscribed on billboards. Contextual features were represented through symbolic messages silently being passed across based on the contemporary needs of the public. Though persuasive language and connotative symbols are deployed on billboards to project the school’s reputation, one still requires basic knowledge of culturally oriented symbols to navigate through any sociolinguistic landscape.
References
[1]
Ahmad, S., Abid, F., & Iqbal, M. (2016). Discourse Analysis of Billboard Advertising Slogans. Asian Journal of Multidisciplinary Studies, 4, 45-67.
[2]
Alaoui, S. M. (2016). Visual Semiotics and Interpretation in the Moroccan Television Advertisements: The Case of “Garlic Cube Knor” and “Prince Biscuit”. Revue Sciences, Langage et Communication, 1. https://www.academia.edu/36357692
[3]
Barthes, R. (1972). Mythologies. The Noonday Press.
[4]
Beasley, R., & Danesi, M. (2002). Persuasive Signs: The Semiotics of Advertising. Walter de Gruyter GmbH & Co. https://doi.org/10.1515/9783110888003
[5]
Bovee, C. L., & Arens, W. F. (1994). Contemporary Advertising. Oxford University Press.
[6]
Chandler, D. (2017). Semiotics: The Basics. Routledge.
[7]
Cook, G. (1996). The Discourse of Advertising. Routledge.
[8]
De Bortoli, M., & Ortiz-Sotomayor, J. M. (2001). Colours across Cultures: Translating Colours in Interactive Marketing Communications.
https://eriksen.com/marketing/color_culture/
[9]
De Saussure, F. (1974). Cours de linguistique Generale. Payot.
[10]
Dunn, S., Barban, A. M., Knigman, D. M., & Reid, L. N. (1990). Advertising: Its Role in Modern Marketing. The Dryden Press.
[11]
Eco, U. (1992). A Theory of Semiotics. Indiana University Press.
[12]
Fiske, J. (1992). Introduction to Communication Studies. Routledge.
[13]
Genreselassie, A., & Bougie, R. (2018). The Meaning and Effectiveness of Billboard Advertisement in Least Developed Countries: The Case of Ethiopia. Journal of Promotion Management, 25, 827-860. https://doi.org/10.1080/10496491.2018.1536618
[14]
Goddard, A. (1998). The Language of Advertising. Routledge.
[15]
Hogan, S. (2009). Globalisation’s Impact on Identity through Billboard Advertisements. Independent Study Project (ISP) Collection 654. SIT Tunisia.
https://www.semanticscholar.org/
[16]
Kannan, R., & Tyagi, S. (2013). Use of Language in Advertising. English for Specific Purposes World, 13, 1-10.
[17]
Kappe, F. C. (2012). The Translation of Advertisements: Issues of Semiotics, Symbolism and Persuasion. MSc. Thesis, University of Witwaterstand.
[18]
King, K. W., & Tinkham, S. F. (1990). The Learning and Retention of Outdoor Advertising. Journal of Advertisement Research, 29, 56-88
[19]
Lithgow, D. M. (1999). The Effective Use of Billboards as a Communications Tool. MSc. Thesis, Rowan University. https://rdw.rowan.edu/etd/1841
[20]
Mbah, E. (2016). Environment and Identity Politics in Colonial Africa: Fulani Migrations and Land Conflict. Routledge. https://doi.org/10.4324/9781315294179
[21]
Najafian, M., & Dabaghi, A. (2002). Hidden Language of Advertising: A Semiotic Approach. In Proceedings of the International Conference, Doing Research in Applied Linguistics. https://www.academia.edu/20851872/
[22]
Nnamdi-Eruchalu, G. I. (2015). An Analysis of the Linguistic Features of Billboard Advertising in Nigeria. Journal of Modern European Languages and Literatures, 4, 16-31.
[23]
Oni, F. J., & Bulus, G. R. (2020). Language and Persuasion: A Semiotic Analysis of Graphic Design in Selected Educational Billboards. Dutsin-ma Journal of English and Literature (DUJEL), 2, 22-37. https://www.researchgate.net/
[24]
Ortiz-Sotomayor, J. M. (2007). Multiple Dimensions of International Advertising: An Analysis of the Praxis in Global Marketing Industry from a Translation Studies Perspective. https://www.semanticscholar.org/
[25]
Packard, V. (2007). The Hidden Persuaders. Ig Publishing.
[26]
Pütz, M. (2020). Exploring the Linguistic Landscape of Cameroon: Reflections on Language Policy and Ideology. Russian Journal of Linguistics, 24, 294-324.
http://journals.rudn.ru/linguistics
https://doi.org/10.22363/2687-0088-2020-24-2-294-324
[27]
Republic of Cameroon (1996). Constitution of the Republic of Cameroon. SOPECAM.
[28]
Schiffman, L., & Kanuk, L. (2004). A Model of Consumer Decision Making. Pearson Prentice Hall.
[29]
Solík, M. (2014). Semiotic Approach to Analysis of Advertising. European Journal of Science and Theology, 10, 207-217.
[30]
Taylor, C. R., Franke, G. R., & Bang, H.-K. (2006). Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models. Journal of Advertising, 35, 21-34. https://doi.org/10.2753/JOA0091-3367350402
[31]
Toressi, I. (2010). Translating Promotional and Advertisement Texts. St. Jerome publishing.
[32]
Verene, D. (1966). Cassirer’s View of Myth and Symbol. The Monist, 50, 553-564.
https://doi.org/10.5840/monist196650439
[33]
Woodside, A. (1990). Outdoor Advertisement as Experiments. Journal of the Academy of Marketing Science, 18, 229-237. https://doi.org/10.1007/BF02726474
[34]
Yaghubyan, M. (2020). Linguistic Deviation in Business Advertisements. Armenian Folia Anglistika, 16, 9-19. https://doi.org/10.46991/AFA/2020.16.2.009
[35]
Yew, W. (1990). Gotcha! The Art of the Billboard. Quon Editions.
