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ABSTRACT
The aim of this project to know the language that is used to persuade people about who to vote for in some political campaign adverts for the 2015 general elections in Nigeria with a view to analysing patterns of verbal and non-verbal meaning-making in the adverts. Data for the study comprises seven purposively selected adverts published in major Nigerian newspapers from January to March 2015, which was the peak period of electioneering campaigns for the 2015 elections in Nigeria. The adverts are generally of the two leading parties in the country (People’s Democratic Party and All Progressives Congress) leading to the elections. The data obtained were analysed using the Critical Discourse Analysis model of Fairclough. The analysis reveals that the producers of the political adverts creatively constructed verbal and visual resources to project political aspirants for acceptance by the Nigerian electorate. The appeal to history for the education of the electorate about the previous deeds of certain political contestants, making the campaigns evidence-based, the foregrounding of credibility matters and the emphasis on change serve as useful rhetorical appeals in the discourse upon which the multimodal resources are anchored and which allow for their effective interpretation. The project further reveals that other noticeable discursive tropes in the discourse are counter discourse and brand association.
