Parasitism
A Historical Semiosis of Advertising Communications
DOI:
https://doi.org/10.21134/jcci.v4i1.2007Resumen
The study examined parasitic behaviours in advertising, generating meaning in order to fascinate readers to patronize services. Halliday’s Transitivity functioned as the processor of the modes of 10 advertisements displaying parasitism. The grammatical transpose of Experiential Metafunction assisted in translating the grammatical components into tables and graphs accounting for the frameworks’ textual elements. The study revealed the parasitic relationships in the form of musical association (Nescafé’s one song); medical fraternization (Pepsis’ Come to life and (Airtel’s Call a doctor) and life sustainability (Glo’s Data is O2). The analysis further indicated spiritual mystery (GTB’s We are all about the magic); local food effort sapping (Indomie’s A lot of sweat goes into making it) and impeccable love (Stanbic IBTC’s show love …to…special somebody) as parasitic facilities. Association with traditional attire (9mobile’s Your identity is unique); robotic hero (UBA’s Game of BOTS) and magnificent giraffe (new long can) contributed to the parasitic partnerships. This analysis could sensitise communicators to explain other socio-cultural areas as devices of motivating readers to consumption.