Corporate communications: a critical comparative study of the language of communication in the Zimbabwean banking sector

Abstract

The aim of this study was to critically analyse the visual and verbal language used on printed adverts by some selected banks in Zimbabwe. A semiotic theory was used to analyse the printed adverts. The study revealed that all the banks use stereotyped language in communicating their messages to potential customers. Some audiences identified with this stereotyped languages, though others were also critical of stereotyped adverts. This paradox is dependent on the uneven levels of social consciousness of the audiences. The study argues that communication between banks and the potential customers is a product of negotiation of meaning at the point of reception of the printed adverts. The study then recommended the use of gender, race and class neutral language in order to enhance the effectiveness of advertisements. Future research into the study of the language of advertisement should focus on the problem of copyright infringement in advertising.