AAU Institutional Repository

Analysis of Oromo Language Use in Television Commercial Advertisements Broadcast Via Oromia Broadcasting Network (Obn)

Show simple item record

dc.contributor.advisor Tsegaye, Anteneh (PhD)
dc.contributor.author Dumessa, Melkamu
dc.date.accessioned 2019-02-13T08:14:58Z
dc.date.available 2019-02-13T08:14:58Z
dc.date.issued 2018-05
dc.identifier.uri http://localhost:80/xmlui/handle/123456789/16392
dc.description.abstract The paucity of research in the verbal and visual metafunctional uses of Oromo television commercials broadcast via Oromia Broadcasting Network was observed. The objectives of the research were to explore and describe the metafunctional application of verbal and visual modes in Oromo television commercial advertisement. To address the problems the researcher described and analyzed the verbal and visual modes of the television commercials broadcast via OBN. It also examined the interplay of visual and verbal modes to represent the ideational, interpersonal and textual meanings to promote the products and services. Hence, of the twenty-five commercial advertisements collected from OBN, only ten Oromo television commercials were purposively selected for the analysis.Ten Oromo television commercial advertisements were selected transcribed and translated into English for the analysis qualitatively.The data in the study were analyzed using systemic functional multimodal discourse Analysis (SF-MDA) theoretical framework to analyze the data. The data were analyzed from the ideational, interpersonal and textual metafunctions of meaning of verbal and visual modes and the inter-modal relations of the two modes to convey persuasive meanings to the target audiences. The findings of the study disclosed that verbal, visual and music as background were used in Oromo television commercial advertisement to communicate the ideational, interpersonal and textual meanings. The study indicated that Oromo television commercial advertisement copywriter employed lexical features such as simple words and adjectives, nouns as brand names, personal pronouns, negations and exclusive words to express the intended meanings of the products and /or services. It also revealed that syntactic features such as simple sentences, imperatives, active voice and simple present and present perfect tenses were utilized in the commercials to represent the metafunctions of the language. Again, the rhetorical devices like repetition and alliteration were used in the commercial advertisement to represent the ideational, interpersonal and textual meanings to convey persuasive messages to the target audiences. The study also indicated that the visual modes were used in display the representation interactive and compositional meanings in visual grammar designs. The study also disclosed the intermodal integration of the two modes in creating persuasive messages using the interplay of the verbal narration and visual deployment as elaboration in the form of relay, anchorage, illustration, specification, extension and complement of the verbal modes and the vice versa. However, the visual modes used in these television commercials were found to be repetitive and took more air-time in television commercial breaks. Thus, the advertisement text takes longer air time than the modern television commercial advertisements and became boring to view. The visual modes were used redundantly to elaborate the meanings of the commercial advertisements meanings. Therefore, to tackle the multimodal Oromo television commercial copywriting and designing observed in the Oromo television commercials, training should be given to copywriters and designers in multimodal compression principles to help them create a composite visuals well integrated with the multi-semiotics in Oromo television commercials that convey persuasive messages to the target audiences. en_US
dc.language.iso en en_US
dc.publisher Addis Ababa University en_US
dc.subject verbal and visual metafunctional uses of Oromo television en_US
dc.title Analysis of Oromo Language Use in Television Commercial Advertisements Broadcast Via Oromia Broadcasting Network (Obn) en_US
dc.type Thesis en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search AAU-ETD


Browse

My Account