Keyword : Advertising, Semiotics, Outdoor and APCON
Author(s) : Aloysius Nnanna Nworisa; Omo Abunene; Kemi Abiodun & Valentine Elaigwe
Abstract :
Political advertising in Nigeria has a long history which dates to the earliest newspapers and broadcasting stations. Since the earliest elections in Nigeria, outdoor political advertising has played key roles in mobilizing voters and getting them to support specific political parties by framing persuasive messages in unique ways. The formal campaign period for the 2019 presidential election campaign was from November 2019 to February 23, 2019, and within this period, the two major political parties Peoples Democratic Party and All Progressive Congress tried to maximize their strategic uses of the media, including outdoor advertisements to consolidate their positions and reputation. This study was designed to examine PDP and APC approaches to, and their uses of outdoor advertising through a semiotic analysis of all the available outdoor campaign materials which were submitted to the Advertising Practitioners Council of Nigeria (APCON) for vetting and approval. Three research questions were formulated to guide the study, and they are; What types of outdoor advertising and methods did the two parties use for the 2019 presidential campaign? How did APC and PDP employ outdoor advertising in the 2019 presidential campaign?, and what are the surface and deep meanings( semiotics) embodied in the outdoor hoarding of the two parties during the 2019 presidential campaign? Using triangulated mixed methods approaches, the qualitative and quantitative data were subjected to semiotic analysis. The findings from the semiotic methods show that all the campaigns created by the two political parties have outside or original levels of presentation (surface and deep meanings). All the elements- wording, language, colour, space, illustration, picture, image, code, logo, and other symbolic illustrations and designs conveyed different meanings to the different electorate. Furthermore, the findings show that whereas the PDP tended to emphasize protection, welfare, inclusiveness, and regaining power, the APC showed a proclivity for ethical conduct, fighting corruption and cleaning up the society with its symbolic broom.
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