OPERATIONALIZING THE CHANDLEREAN SEMIOTIC PROCESS: DECONSTRUCTING(Stage Five-Ten)

DECONSTRUCTING(Stage Five-Ten)

At this stage, reality claims made in the First Bank’s corporate advertising text was critically examined in relation to whether the claims were facts or fiction and to whom they appear realistic. For instance claims which present First Bank as the financial institution with the ‘widest experience’ in banking in Nigeria was verified by examining another independent text to validate such a claim (see for instance Ebimobowei and Sophia, 2011). Specifically, the modality markers, i.e. The reality status and reliability of the messages conveyed (Hodge and Kress, 1988) in the advertisements such as the ‘widest experience’ claims were examined to establish the truth-value of the references made by the organizations that produced the advertisements. In addition, these modality markers were drawn to make judgements about the relationship between the text and the business environment, consisting of the organization that produced the advertisements and its stakeholders.

In this case the claim by first bank was fully substantiated and confirmed in the work of Ebimobowei and Sophia (2011) where it was submitted that First Bank Nigeria Plc, previously named British Bank for West Africa (BBWA) is the oldest financial institution in Nigeria. Thus Ebimobowei and Sophia (2011) work helps the author to establish that truly First Bank’s corporate advertisements operates within a realist constructional code and that the bank claims as produced in the corporate advertising text is verifiable, transparent and non-obscure (Butler, 1999). Bank Singapore’s graduates

The class of paradigm in which First Bank’s corporate advertising text belongs was established as the national press media. Similarly, the author examined how a change of medium might affect the meanings generated was established. Specifically, issues relating to whether the message in the advertising text might be more effective if it had appeared in junk, glamour or lifestyle journal outlets with limited regional spread were considered. It was conceived that other media outlets lack the ability to give First Bank national visibility. As such it was thought that Daily Times was a perfect medium for the corporate advertising text because it matches First Bank ‘national visibility need’.

Stage Seven: Establish the Syntagmatic Structure of the Advertisements syntagmatic structures in the First Bank corporate advertising text, which takes the form of narrative, argument or montage were identified. In case of the First Bank advertising text, this was achieved by establishing the surface structure of the advertisements and the relationships between its parts. Specifically, the author attempted to examine how one signifier relates to others. For instance, the author examined whether some words carry more weight than others. In addition, checks were made to establish whether the sequential or spatial arrangement of the elements influences meaning and whether there are formulaic features that have shaped the corporate advertisement.

Figures of speech or rhetorical tropes were identified. These include “its no use aiming at a goal when you don’t have the ability to achieve it”; “First Bank is willing and able to make you smile”. These were located as a way of establishing the ways they are used to influence the preferred reading of the advertisements.

Stage Nine: assess the extent of intertextuality of the advertisement: the extent of intertextuality of the advert was achieved via an examination of various links in form and content, which bind the edition of an advertisement to other editions. In the case of the First Bank advertising text under interrogation, no other edition of this text was produced. Consequently, the author could not proceed with the objective of assessing the extent of intertextuality within the advert.

Codes with the First Bank advertisement were examined to establish whether they have double, single, specific to a medium or shared by other media. Following a thorough review of First Bank advertising text, it was agreed that the body was unambiguous and that the message in the text was clear.