Ideological Reality in Advertising

A Functional Approach to Nigerian Breweries’ Product Advertisements


  • Taofeek O. Dalamu Anchor University, Lagos
  • Alfred Fatuase Yaba College of Technology


Advertising, Ideology, Mood system, Semiotics, Society


Human social affairs are important elements to advertising, propelling advertisers to lure consumers into phenomena in the social system. Thus, the study examined the applications of the social events to captivate consumers as propagated in the advertisements of Star®, Heineken®, Maltina® and
Amstel Malta®. The authors selected four advertisements of these products as explanatory paradigms for the consistent advertising behavioral ideology. The mood system of English is predicated on the textual analysis, whereas Piercean semiotics offered explanations to the existing relationships between the texts and images. Structurally, advertisers utilized residue to campaign their persuasive thoughts. The study revealed Star as a burden bearer, sharer, and a consolidator of human strengths; while Heineken motivated consumers through exaltation by association. There is an artificial distribution of joy exercised to all lovers of Maltina. Consequently, Maltina encouraged generosity in all its spheres among the people. In addition, Amstel Malta presented itself as a provider of both physical and spiritual wellbeing of consumers. The study concluded that advertisements do not only tap viable resources from human social systems, but also reminded people of their cultural values and virtues.




How to Cite

Dalamu, T. O., & Fatuase, A. (2021). Ideological Reality in Advertising: A Functional Approach to Nigerian Breweries’ Product Advertisements. Anchor University Journal of Humanities Management and Social Sciences, 1(1). Retrieved from