The need for increased access to more meaningful and fuller interpretation of textual and visual communication increases each passing day in the world today. Advertisers, textbook writers, educationists, politicians have seen the need to increase sales, attract more customers, provide more political awareness through the use of posters and other campaign materials for national and global visibility. Cook (2004) notes the dynamic synthesis of the components of any advertisement which comprise pictures, images, font sizes, shapes of letters, colours, framing etc. and their effect on consumers. The need to reach and entice consumers into buying what they probably do not need has made advertisers engage in the production of materials that have high modality and are extraordinarily persuasive, inviting and compelling.
Using Kress and van Leeuwen’s(1996, 2006) approach to visual resources and Djanov and Zhao’s (2014) perspective of Multimodal Critical Discourse Analysis (MCDA), this workshop presentation therefore focuses on how the communicative resources in some alcoholic beverages’ advertisement have been used to conceptualise the prevalent social practices depicting some of the socio-cultural realities of the Nigerian nation.