A Semiotic Analysis of Selected Nigerian Movie Advertisement Posters

Abstract

This research is a semiotic analysis of Nigerian movie advertisement posters. The study aims to analyse the semiotic resources within a selection of Nigerian movie posters, focusing on how they reflect the broader Nigerian cultural context and their effectiveness in film marketing. The methodology adopted for this research is qualitative content analysis, emphasising semiotic theory, which provides a structured approach to decoding the signs and symbols present in the posters. A purposive sampling of 5 movie posters from various genres from 2019 to 2023 was used to ensure a diverse representation of themes and cultural narratives. Data collection focused on the visual elements of the posters, such as colour schemes, typography, imagery, and iconography. Each element was analysed for its signifiers (the physical form of the signs) and signified meanings (the concepts or ideas they represent). The analysis uncovered several key findings. First, Nigerian movie posters heavily rely on cultural symbols, including traditional attire, local architectural motifs, and language, to convey hidden meanings related to Nigerian identity. Colours often evoke specific emotions and social associations, with vibrant hues symbolising themes like love, conflict, or national pride. Typography choices also played a significant role in shaping the tone of the films, from playful fonts in comedies to bold, sharp lettering in action films. The posters promoted the films and engaged with Nigerian societal values, depicting narratives of unity, tradition, modernity, and cultural pride.