An evaluation of multimodal communication strategies in Nigerian Pidgin translation for marketing
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Background of the study
Marketing communications today often integrate multiple media formats—text, visuals, and audio—to deliver persuasive messages. Nigerian Pidgin, known for its vibrant and colloquial style, is increasingly used in marketing to connect with diverse audiences. Multimodal translation strategies in marketing involve adapting content to not only translate linguistic elements but also to harmonize visual and auditory cues with the intended message (Adamu, 2023). Successful multimodal translation can enhance consumer engagement and brand resonance; however, challenges arise when digital tools fail to capture the dynamic interplay of language and imagery, leading to misaligned messages and reduced impact (Ibrahim, 2024). This study evaluates multimodal communication strategies in Nigerian Pidgin marketing campaigns by analyzing case studies, conducting surveys with consumers, and interviewing marketing professionals. The objective is to identify effective practices and propose improvements that can refine the integration of text, visuals, and sound, thereby optimizing marketing outcomes.
Statement of the problem
Despite the innovative potential of multimodal strategies, Nigerian Pidgin marketing translations often struggle with synchronizing text, visuals, and audio effectively. These discrepancies can lead to inconsistent messaging and diminished consumer engagement (Adamu, 2023). This study seeks to identify the specific challenges in current multimodal translation practices and evaluate their impact on marketing effectiveness (Ibrahim, 2024).
Objectives of the study:
- To assess the effectiveness of multimodal strategies in Nigerian Pidgin marketing.
- To identify integration challenges among different media elements.
- To recommend strategies for enhancing multimodal communication.
Research questions:
- How effective are multimodal strategies in Nigerian Pidgin marketing?
- What challenges exist in synchronizing multiple media formats?
- What improvements can be implemented?
Significance of the study
This study is significant as it provides insights into improving multimodal translation in Nigerian Pidgin marketing, thereby enhancing consumer engagement and brand communication. The findings will benefit marketers and translators by outlining best practices for integrated communication (Adamu, 2023; Ibrahim, 2024).
Scope and limitations of the study:
Limited to digital marketing campaigns in Nigerian Pidgin; traditional media are excluded.
Definitions of terms:
- Multimodal communication: The use of various media forms to convey messages.
- Marketing: Strategies for promoting products or services.
- Nigerian Pidgin: A widely used creole language in Nigeria.
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