Research
Title of thesis
Sexual Language in Television Advertising: A Multimodal Critical Discourse Analysis of Alcohol Advertisements in Ghana
Description of thesis research
Preliminary Abstract:
In a broader sense, the study is concerned with the use of social semiotic constructs in television advertisements to realize goals of advertising such as persuasion and other social functions on one hand and how these semiotic constructions on another hand reflect or create social values, culture and ideology. The specific aim of the study is to further develop the role of sign systems in Critical Discourse Analysis. The study hypothesizes “alcohol” to mean “better sex” in the Ghanaian context and draws upon the critical multimodal discourse approach in analyzing television advertisements of alcoholic beverages (bitters) in Ghana to establish this assertion.
Research Gate