An evaluation of multimodal communication strategies in Nigerian Pidgin translation for marketing
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Background of the study
This study evaluates multimodal communication strategies employed in the translation of marketing content into Nigerian Pidgin. As businesses increasingly target diverse audiences through digital media, effective translation that integrates text, audio, and visuals becomes essential for resonating with consumers (Ibrahim, 2023). Nigerian Pidgin, with its vibrant and dynamic linguistic features, is particularly suited for informal and engaging marketing communications. This research examines how translators and marketers use multimodal strategies to capture brand messaging, cultural nuances, and local humor. Data is collected through case studies of marketing campaigns, content analysis of translated advertisements, and interviews with marketing professionals and translation experts. The study investigates the effectiveness of these strategies in enhancing consumer engagement, preserving cultural authenticity, and delivering a cohesive message across various media channels. The findings aim to develop best practices for multimodal translation in marketing, ensuring that Nigerian Pidgin content is both compelling and culturally appropriate (Ibrahim, 2023).
Statement of the problem
Multimodal translation in Nigerian Pidgin for marketing faces challenges such as inconsistent integration of visual and textual elements, loss of cultural context, and technical issues in content synchronization (Ibrahim, 2023). These challenges can diminish the effectiveness of marketing campaigns by failing to convey brand messages accurately and engagingly. Inadequate coordination between translators, graphic designers, and marketing teams often results in fragmented content that does not fully exploit the expressive potential of Nigerian Pidgin. This study aims to identify these challenges and evaluate their impact on marketing outcomes, with the goal of proposing solutions that improve the coherence and cultural relevance of multimodal marketing content.
Objectives of the study:
To assess current multimodal communication strategies in Nigerian Pidgin marketing translations.
To identify challenges in integrating multiple modes of communication.
To recommend strategies for enhancing translation effectiveness.
Research questions:
What multimodal strategies are used in Nigerian Pidgin marketing?
What challenges affect the integration of text, audio, and visuals?
How can multimodal translation be optimized for marketing purposes?
Significance of the study
This study is significant as it addresses the need for effective multimodal translation strategies in Nigerian Pidgin marketing, which is crucial for successful brand communication and consumer engagement. The findings will benefit marketers, translators, and digital content creators by providing actionable recommendations (Ibrahim, 2023).
Scope and limitations of the study:
This study is limited to evaluating multimodal translation practices in Nigerian Pidgin marketing campaigns, focusing on digital media content.
Definitions of terms:
Multimodal communication: The integration of multiple modes (text, audio, visuals) in conveying messages.
Marketing translation: The process of adapting promotional content for target audiences.
Cultural authenticity: The faithful representation of cultural nuances in translation.
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