摘要
This study examines the persuasive strategies in selected animated advertisement videos by Piggyvest,the first and one of the fastest-growing online savings platforms in Nigeria,whose modus operandi is quite different from those of the conventional banking system.Drawing insights from Kress and van Leeuwen's(2006.Reading images:The grammar of visual design,2nd edn.New York:Routledge)Multimodal Discourse Analytic framework,12 samples of Piggyvest's animated videos(for advertisements)were randomly sampled out of the 30 videos initially purposively sampled.Findings reveal metaphorisation of financial management and discipline,playing around gender-related ideas on finances,foregrounding of aspirations and financial decisions,depiction of cognitive strength and weakness on money matters,and striking a connection between money and relationships are persuasive strategies deployed in the animated advertisement videos by Piggyvest to appeal to their target audience.
