A MULTIMODAL ANALYSIS OF SELECTED MEALS ADVERTISEMENT POSTERS IN KWARA STATE UNIVERSITY, MALETE
Abstract
This study examines the multimodal persuasive strategies in meal advertisement posters at Kwara State University (KWASU), a context where such visuals heavily influence student consumption habits. Adopting Kress and van Leeuwen's (2001) Multimodal Discourse Analysis (MDA), a qualitative analysis of ten representative posters was conducted to deconstruct how images, text, colour, and layout are combined to create meaning. Findings reveal that vendors strategically combine idealized food imagery, culturally specific codes (e.g., local dishes, informal language), and compositional design to construct distinct brand identities as either premium, authentic, or affordable. The study concludes that these advertisements are sophisticated multimodal texts that play a crucial role in shaping campus food culture by linking meal choices to student lifestyles, social identity, and cultural values.
Keywords: Multimodal Discourse Analysis (MDA), Advertising Posters, Food Advertising, Consumer Perception, Social Semiotics,
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