A Semiotic Analysis of Selected British American Tobacco Print Advertisements in Nigeria

Abstract

Advertisements are created for specific target audiences. Therefore, there are meanings usually embedded in such ads. This paper examines in detail six British American Tobacco Nigerian Print advertisements. It seeks to identify the cultural values reflected in the ads. Using a semiological framework of how images construct meanings, the paper sheds light on the various messages behind the ads and how they promote the Nigerian culture. The cultural values identified are love for fashion, education, promotion of locally made products, development of culture through drama and agriculture. The paper concludes by asserting that culture is a driving force for successful multinational advertisements.

Keywords: Advertisements, Culture, Print, Signs