CONDUCT A CONTENT ANALYSIS OF ADVERTISING MESSAGES IN 3 ONLINE

NEWSPAPERS. IDENTIFYING AND ANALYSE THE COMMON THEMES,

PERSUASIVE TECHNIQUES, AND CULTURAL REPRESENTATIONS IN THE
ADVERTS.
An advertising message is an idea an advertiser wants to communicate to their target audience.
Its goal is to convince people to perform a certain action, such as registering, purchasing
something, or making a reservation.

The analysis, would look through The Nation Newspaper, Vanguard and The Punch Newspaper
Newspapers which are online basically.

Table 1: Description of the Sample.

S/ Newspaper Advertisemen Common Persuasive Cultural
N t Themes in Techniques Representations
Advertisement
1 The 4 2 2 1
Nation
2 Vanguard 5 4 3 1
3 The 3 3 1 1
Punch
The sample analyzed as shown above stated that The Nation online newspaper for the 13th of
March has 4 online advertisements in this advert 2 of which has a common theme in it, 2 has the
persuasive techniques, while 1 of advert has cultural representatives. The Punch, has 5
advertisements. Categorically, 4 of the adverts has common themes in advertisement, 3 has
persuasive while just 1 cultural representation.
Table 2: Themes in the selected Online Newspaper Adverts

Newspaper Common Themes Persuasive Cultural

Techniques Representation

The Nation Sensory Appeal Emotional appeal Cultural Symbols

(e.g., happiness, well-
being)

Vanguard Education Bandwagon effect Gender roles and

(everyone is doing it) stereotypes

The Punch Emotion Emotion appeal Cultural Trends

The above shows that in an online advertisement of The Nation which is an advert sponsored by
Coca-Cola. The advert was introduced by a soft music and visual displayed people eating with
CocaCola bottle placed in their front. It is persuasive in nature, with the mood in the advert that
makes it looks like a soiree. Apparently, it appeals to the Muslim folks during the Ramadan
period, it has the moon symbol in it.

Followed by online advertisement of Vanguard newspaper which is an advert sponsored by

quickbooks. The advert is specifically educate the audience on quickbooks. The advert is
persuasive in the form that it was showing that a high youths are a subscriber. The advert is
specifically targeted at male folks.
Lastly, The Punch newspaper which is an advert sponsored by MTN Nigeria. The advert is
emotional (playing a sympathy role) to those whose line have been barred. It is persuasive in a
way that is emotional appealing to them by providing a way out. It uses a female dressing in a
trending fashion.
 REFERENCES
https://thenationonlineng.net/#google_vignette
https://punchng.com/
https://www.vanguardngr.com/
 APPENDIX
CODE GUIDE FOR ANALYSIS OF ADVERTISING MESSAGES IN 3 ONLINE
NEWSPAPERS

Study purpose Unit of analysis Content categories Code number

ANALYSIS OF v.1 Newspapers The Nation 1

ADVERTISING
Vanguard 2
MESSAGES IN 3
ONLINE The Punch 3
NEWSPAPERS:
The Nation,
Vanguard & The
Punch

v.2 Year 2024 4

v.3 Month (s) March 5

v.4 Days Monday 6

Tuesday 7

Thursday 8

Friday 9

Saturday 10

Sunday 11

Advertising Message v.5 Common Themes Themes 12

v.6 Persuasive Themes 13

Techniques

v.7 Cultural Themes 14

Representation
 CODING SHEET FOR ANALYSIS OF ADVERTISING MESSAGES IN 3 ONLINE
NEWSPAPERS

S/N 1 2 3 4 5 6 7 8 9 10 11 12 13 14