STYLISTIC VARIATIONS IN DIGITAL ADVERTISING AND ITS EFFECT ON CONSUMERS' PERCEPTIONS

ABSTRACT

This study examines the stylistic variations employed in digital advertising in social media platforms like Instagram and YouTube in order to identify the persuasive effect of these stylistic variations on consumers' perceptions, attitude and behaviour towards Nigerian telecommunication brands. The multimodal dataset utilised in this research, sourced from Instagram and YouTube pages of Nigerian telecommunication brands and responses from participants of a focus group, were subjected to a content and critical analysis. As a result, this study discovers that in the design of a digital advert, stylistic elements are used as persuasive strategies. The findings also reveal that these stylistic elements affect and shape the perception, attitude and behaviour of consumers/customers through the peripheral or central route (or in some cases both routes) as proposed in the Elaboration Likelihood Model of persuasion. The research discovers that these stylistic choices are made with the aim of persuading a target audience into carrying out the action of patronising brands. It therefore concludes that stylistic elements are potent tools for persuasion in the context of digital advertising.