The Grammar Of Advertisement: A Multimodal Discourse Analysis Of Charismatic Church Programme Posters

ABSTRACT

The study sought to examine how messages are organised in Charismatic church programme posters in Ghana. Thus, it identifies and describes the number of semiotic modes present on the posters used by charismatic churches in Ghana and how these modes combine to create a grammar. The study examined twenty charismatic church programme posters in Ghana using the visual grammar approach to multimodality, which was developed by Gunther Kress and Van Leeuwen (2006) and Generic structure potential of print advertisement by Yuen (2004). Both qualitative and quantitative analysis were applied to the study.

The study revealed that there are two modes used in the construction of these church posters; they were identified as the visual and the verbal modes. Verbal resources used in the design of charismatic church programme posters (CCP) are words, groups, and clauses. Words such as “Venue”, “Date”, “Time”, and “Contact” were sometimes used on charismatic church programme posters (CCPs) to draw the attention of audience to specific details. The nominal group of words were used to name churches, events and theme of the events. In naming churches, “Chapel” served as head of the nominal group of charismatic church programme posters in most cases. “Ministries” was used 4 times and “Church” 2 instances. In labelling events and themes, the ‘head’ for labels of events usually denoted convergence of huge number of individuals for religious events (Convention, Crusade, and Summit). Visual modes realized interaction and modality functions. The represented participants kept eye contact with the viewers and smiled to demand social interaction with the viewers. Four patterns were established as the grammar of Charismatic church programme posters. Lead + Emblem + Announcement + Call- visit-information (LEAC), Lead + Emblem + Announcement + Call- visit-information+ Tag (LEACT), Lead + Emblem + Enhancer + Announcement + Call- visit-information (LEAEC), Lead + Emblem + Enhancer + Announcement + Call- visit-information + Lead (LEAECL). The study concluded that there are two modes present on these posters and there is indeed a grammar for advertisement. It is recommended by the study that a similar study should be conducted on the orthodox churches to confirm if they (orthodox churches) follow a grammar in creating their advertisements.