DATA PRESENTATION, ANAYLYSIS AND DICUSSSION OF FINDINGS ON OMPARATIVE ANALYSIS OF IDEOLOGICAL RHETORIC IN MTN AND ETISALAT TV COMMERCIALS.

DATA PRESENTATION, ANAYLYSIS AND DICUSSSION OF FINDINGS

4.0     Introduction

This chapter presented the data, analyzed the data and discussed findings of the study. Each commercial was content analyzed thereby bringing to the fore, ideological rhetoric embedded in MTN and Etisalat commercials, the devices where they are embedded and their differences and similarities.

4.1     Presentation of data

“Dance with me” MTN TV commercial Analysis.

The target audience for this commercial is people who are family oriented. The commercial shows family relationship and love between characters, which resonates with this target audience. MTN presents the argument that MTN line plays an essential role in the everyday events of life. Therefore, it is important to get MTN line that will enable you to communicate with your loved ones and do the lovely things you do together, even though they are far from each other.

In this commercial, the man travelled to another location and from there called the wife. The wife picked and incidentally she was playing their love song. She said “darling I am playing our song” And they danced together even though they were afar. The goal is to show that MTN is there to bridge the gap. This scenario appeals to our emotions. The advert uses pathos, different camera shots, lighting, and background music to draw the viewer into the narrative, which allows them to connect to the story being told. The Dance with me advert charms the audience by depicting events that occur in normal people’s lives.

 The commercial shows subtle problem/solution scenarios. The problem could be seen as the loneliness experienced by the man. The solution is that he was able to reach to the wife through MTN line, and they played their lovely song and danced together. Showing that with MTN distance is not a barrier. There love, joy and happiness still intact despite, that they were far away from each other.

What is communicated cannot be separated from how is expressed. There are two characters in the advert; male and female characters. The male character speaks English fluently with a polished accent. He expressed his love for his wife by dancing with her. He looks cool in a formal dress and sounds convincing. The female character is emotional and romantic, dressed in a formal way she speaks fluently with a polished accent. Her accent resonates with the audience. She is very expressive.

The message in the advert was delivered through dramatization and television codes. The camera movement in the advert includes panning and tilting. The camera distances used to deliver the message are: long shots, medium long shots, medium shot, medium close-up, close-up and extreme close-up. Each has a rhetorical impact. The transition techniques used is cut and dissolve. The commercial contains a soft romantic background music, with soft lighting depicting a romantic mood. The camera angles used was the straight on angle and the high angle.

To make the message memorable, the advert depicts each scene in a way that connects to the audience. The logo and the company name which are shown at the end of every message help the audience to remember the message.

In this advert four ideologies are easily noticeable and they are: femininity, class, collectivity and love. The commercial depicted a tender and caring family. This is femininity ideology. The love ideology was depicted through the expression of their love through dancing and love music that was played. The appearance of the characters the set and the kind of music played shows that they are of the middle class. The advert shows collective ideology which is depicted through being together and dancing together using MTN line.

The set also shows a western luxurious apartment. The kind of music played in this ad was western music. The costumes used in the ad reflects western culture. English language was used which is also foreign language.

 “Sunshine” MTN TV commercial Analysis

The commercial uses short narrative of everyday events that Nigerians can relate with. The target audience for this advert is people who are family oriented and have sense of responsibility. The commercial shows family relationship and love between the husband and the wife which resonates with this target audience.MTN presents the argument that MTN line plays an essential role in the everyday events of life. Therefore, it is important to get MTN line that will enable you to communicate with your loved ones even though they are far from you. The goal is to show that MTN is there to allow relationships be maintained. This scenario appeals to our emotion. The advert uses pathos, camera shots, lighting, and background to draw the view into the narrative, which allows them to connect to the story being told.

The sunshine advert intersects with the audience by depicting events that occur in normal people’s lives. The advert shows a wife maintaining love by calling her husband who travelled. The nostalgia that this commercial creates resonates with viewers.

The commercial shows subtle problem/solution scenario. The problem could be seen as the love gap between the husband and the wife. The solution is the breaching of the gap through MTN line. Through the arrangement the storyline is able to bring the audience in what the commercial is trying to accomplish.

The personality of the character is very important in connecting to the audience. What is communicated cannot be separated from how it is expressed. The advert shows two characters a male and a female character. The female character is emotional, dressed casually in a nightwear, without any make up. She talks with her husband with a romantic voice like she is missing the husband; wishing that he was around her. She speaks English fluently, with a polished accent. The male character is emotional in his speech. He speaks English fluently with a polished accent. He dressed formally with low cut.

The message in advert was delivered through dramatization and television codes. The camera movement in the advert includes panning and tilting. The camera distances used to deliver the message are: long shots, medium long shots, medium shots, medium close-up, close-up and extreme close-up. Transition technique used is cutting which was very smooth. The commercial contains a soft romantic mood. The camera angle used was a straight on angle. To make the message memorable, the advert depicts each scene in a way that connects to the audience. The logo and the company name which is shown at the end of every message help the audience to remember the message and the company name. Furthermore, the non verbal communication is important in truly showing the emotion.

Sunshine advert combines formal and stylistic elements in such a way as to create an ideological stance. Four ideologies are stressed here: femininity, love, class, mythos because they provide a clear example of a commercial that does not seek to change people’s way of thinking, instead it tends to reinforce certain aspect of a dominant social ideology. The soft background music, expressions of love by both of them, their care for one another and their facial expression depict the ideology of love. This ideology of love seeks to uphold what are conceived as characteristically Nigerian values of family unity. The tenderness and care that exists between the couple shows feminine ideology. The sculpture there of a man in a thinking mood, represents culture. That is mythos ideology this depicts that Nigeria is a cultural society. The set is a luxurious apartment that shows middle class.

Again, the set and music depicts western culture including the costume, English language was used in the ad.

MTN “Space” TV commercial Analysis

The purpose of space commercial is ultimately to increase sales of MTN products in Nigeria. The commercial uses short narratives of everyday event. The target audience for this advert is children, who are adventurous.

The goal of the advert is to show that with MTN you can make calls to anywhere even in the space. Emotional appeal was created when the boy eventually succeeded in making the call to the space. The advertisement uses pathos, logos, lighting, sound, movement and shots to draw the viewer into the narrative, which allows them connect to the story being told. MTN argues that it is important to subscribe to MTN because the company provides good connection.

The advert shows subtle chronological order. The advert began when the boy conceived an idea to talk to the space. Then the story begins to be built with music that sets the tempo of the commercial.

The development of the advert consists of several attempts that the boy made to make calls to the space without success. At the end he succeeded in making a call to the space after several attempts through the arrangement, the storyline is able to bring the audience into what the commercial is trying to accomplish.

The personalities of the characters are very important in connecting to the audience. There are several characters but I analyzed only the lead character, the boy

The boy speaks English fluently with a foreign accent. He is articulate and his tone reveals that of happiness when he finally succeeded in making a call to space. He dressed in causal jeans. He is sharp in thinking and doing things alone. He does not consult any before making his decision. Both indoor and outdoor settings were used.

The message in the commercial was delivered through dramatization and television codes. The camera movements used are panning and tilting. The way in which the scenes were shot in terms of lighting and angles also play into the idea of being memorable events that everyone will experience.

 The camera distances used to deliver the message are: extreme long shots, medium shot, medium close-up, and extreme close-up. The transition technique used in the delivery is cut. The commercial contains tense background music, with hard and soft lighting depicting a tense mood and happy mood alternatively.

To make the message memorable, the advert depicts each scene in a way that connects to the audience. The logo which is shown at the end of every message helps the audience to remember the message and the company name. Furthermore, the non verbal communication is important in truly showing the emotions.

The ideologies depicted in the advert includes: individualism, masculinity, love and class. Individualistic ideology revolves around the character of the boy. He makes his decisions. He was not sharing his feelings, frustrations and aspirations with anybody. The masculine ideology also shown through his characters. His ambition to succeed makes him work hard. The interest the family shown on the project shows that they love, support, care for him. No wonder the family waited for him to join them for dinner. The reflected family of middle class. The music played was a foreign music. The boy spoke in the commercial with a foreign accent. The  language use English language. The setting does not depict Nigerian situation. The costume used is Western.

Analysis of “Better me” MTN TV commercial

The audience for this commercial is people who are family oriented, and have sense of responsibility. The commercial show family relationships and love between characters, which resonate with this target audience.

MTN presents the argument that it is important to subscribe to the network that teaches you what ideal behaviours are and how to fulfill our complete human potential as individuals. The advertisement uses pathos, logos, different camera shots, lighting and background music to draw the viewer into the narrative.

The advert catches the interest of the audience by depicting events similar to the viewers. The nostalgia that this commercial creates resonates with viewers.

The advert shows subtle chronological order. The advert began with a shot of the couple in a New Year eve. The body shows the man cooking for the family, as well as changing the baby’s napkin. The advert ended when the man got the job he pursued through the internet.

There are three characters in the commercial, the man, the woman and their little girl. The personalities of the characters and their expressions are very important in connecting to the audience. The man dressed in causal dressing while he was cooking for the family. He also dresses formally for business. The woman dressed in formal dressing. And the girl dressed in a formal dressing. In this commercial there was no dialogue.

There was dramatization without dialogue, the message was sent through voice over. The camera movement used includes panning and tilting. The camera distances used to deliver the message are: medium long shots, medium shot, close-up and extreme close-up. The transition techniques used in the delivery are cut and dissolve. The commercial contains a tender background music with hard lighting depicting a loving, happy and tender atmosphere. The way in which the scenes were shot in terms of lighting and angles also play into the idea of being memorable events that everyone will experience.

To make the audience remember the advert, the logo was used at the end of the advert. Non-verbal communication was also used to make the advert memorable.

The observable ideologies in this advert are femininity, class, love and collectivism. Feminine ideology reflected in the character of the man. There was mixed gender role. This was demonstrated when the husband of the woman prepared launch for the family. The man also changed the napkin of the child. This shows that there is no gender role. In the family anybody can cook. The ideology of collectivism and Love were also reflected in the advert when they were eating together at the dinning table. The soft background music depicts love ideology. The set shows ideology of class, because the advert was shot in a luxurious apartment. The setting shows western culture. The music which depicts love ideology is foreign music as well. The costume also depicts foreign culture. English language was used and the ad reflects tender and caring scenario.

Port Tv commercial analysis

The purpose of this campaign is ultimately to encourage migration from other network to MTN. The audience is subscribers from other network, who want to switch over to MTN. The goal is to show that MTN can allow you retain your number from any network if you switch over to MTN. The advertisement uses hilarious song to draw the viewer’s attention.

The commercial shows problem/solution scenario. The problem is the dissatisfaction of subscribers from other networks, who are looking for a way out. And the solution is that MTN is ready to accommodate as many of them, who want to switch over to MTN and still retain their number.

The main character expression was comical. The man sang in funny Pidgin English, with a flippant tone. He was dressed in traditional wears and his dancing was hilarious.

The musical commercial was delivered on stage. The message was delivered through a song. The camera movements used arepanning and tilting. The camera distances used to deliver the message are: Long shot, medium shot and close-up. The transition technique used in the delivery of the message is cut and it was smooth. The way in which the scenes were shot in terms of lightening and angles also play into the idea of being memorable events that everyone will experience. The stage was brightly lit to set off a cheerful costumes and sets and to the keep the choreography of the dancers clearly visible, which strongly appeals to the emotion (pathos).

The logo shown at the end of the message helps the audience to remember the message and the company name. Furthermore, the non-verbal communication is important in truly showing the emotions.

This is a musical commercial. The music used was harsh and local. The singers were on traditional costume. The ideologies depicted here are collective, masculinity and mythos.

Etisalat double data (pidgin)

The commercial uses scenes of different actions, to inform its audience about the double awoof. The audience is those who make plenty calls and those who use the internet.

Etisalat in this advert argues that Double Data package adds extra value to their air time. The goal is to attract other subscribers from other networks and to impress those who are subscribers already.

The advert uses these appealing techniques – logos, ethos and pathos to draw the viewer into the scenes, which allows them to connect to the story.

The advert shows problem/ solution scenario. The development pattern is introduction, body and ending. The commercial was introduced by a medium shot of the two actors. The body of the advert, shows the features of the Double Data awoof package. The commercial ends by showing the logo and the slogan of Etisalat.

The commercial featured two male characters. They actors used funny Pidgin English to deliver their message. They were dressed in casual dressing and spoke with a happy and funny tone. They were eloquent in delivering their lines. Their gestures and facial expression were funny. Their dance expression was remarkable. Their acting sent the message across to the audience.

The Tv advert was dramatized with dialogue. The message was sent through acting. The camera style is juxtaposition of angles, movements, framing, focus, distance and positions that are montage by editing to create a dynamic feel. The camera distance techniques used to shoot are: medium shot and close-up. The transition techniques used in the delivery is cutting. The commercial contains soft cheery music. There was no sound effect. Straight-on angle was used to deliver the message. Hard lighting was used in the commercial to bring out the mood and the best quality. There was no special effect.

To make the audience remember the advert, the logo was used at the end of the advert. Non-verbal communication was also used to make the advert memorable.

Two ideological value systems are depicted in this advert and they are: the ideology of class and ideology of mythos. Both the ideology of class and mythos ideology were embedded in the set. The setting is an ordinary football field. The class depicted is an ordinary folk. The music and the costume are both western. The ad is open and expresses friendship.

Analysis of “Etisalat cliqlite” TV Commercial

The commercial uses exotic scenes of average youth life style, to appeal to the audience. The audience is teenagers who usually exercise their brains through extra curriculum activities such as browsing the internet and playing games.

Etisalat in this advert argues that cliqlite is an educational facility that will widen the scope of their knowledge. The goal is to show that Etisalat could help build the educational background of your children. The advert uses logos to draw the viewer into the scenes which allow them to connect to the story. It also uses ethos to appeal to the emotions of the audience.

The adverting shows a chronological order dramatization. The development pattern is introduction, body and ending. The commercial was introduced through a graphic bearing the name of the campaign and features of the commercial- for instance: free browsing, free game, free credit on your birthday and parental control features. Another graphic was shown with an inscription “ bring their dreams to life”. The commercial ended by showing another graphic that reads “cliqlite makes learning fun” Then the logo and the slogan of the company were shows. The commercial combined both animated and human characters.

The only made human character is a teenager. The scenes where he was shown were without dialogues. He was dressed in casual outfit.

The scenes were dramatized without dialogue. The message was sent through song. The camera style is juxtaposition of angles, movements, framing, focus, distance and positions that are montage by editing to create a dynamic feel. The camera movement used includes panning and tilting. The camera distances used to deliver the message are: medium long shots, medium close-up and extreme close-up and matte shots. The transition techniques used in the delivery is cutting. The commercial contains a loud funny music, with an ambient sound of a wharf and an airport. The music is jolly and creates a rhythm against which to tell the story. The way in which the scenes were shot in terms of lighting and angles also play into the idea of being exquisite, that everyone will experience. Special effects such as animation and computer aided imagery were used. The use of blue colour makes the action seen to be taken place in a sea.

The advertiser uses logo and slogan to help the audience remember the advert. They graphics bearing the name of the campaign cliqlite were shown repeatedly to make it memorable.

The only ideology depicted here is that of middle class because of the kind of set and the smart phone the child was using. The setting depicts western setting. The music and costume were all western. The language is foreign as well. There was not cultural object.

Analysis of Etisalat Cliq TV commercial

The commercial uses scenes of different actions, depicting the need of young adults in order to appeal to them. The audience is young adults, who are always on a tight budget.

Etisalat in this advert argues that cliq package enables the young adult to spend less in making calls, sending sms and browsing through the internet. The goal is to show that:

Etisalat could help the youth spend less subscribing to Etisalatcliq. The advert uses logos to draw the viewer into the scenes, which allows them to connect to the story. It also uses ethos to appeal to the emotions of the audience.

The advert shows problem/solution scenario. The development pattern is introduction, body and ending. The commercial was introduced by an establishment shot of a man saying” see you sitting there, ask yourself: why haven’t I join the cliq”…. The body shows the features of the cliq package- for instance unlimited sms, free browsing and cheap calls. The advert ended by showing the graphics of the package. Then the logo and the slogan of the company were shown.

The TV advert was dramatized without a dialogue. The message was sent through a presenter. The camera style is juxtaposition of angles, movements, framing, focus, distance and positions that are montage by editing to create a dynamic feels. The camera movement used is panning. The camera distances techniques used to deliver the message are: establishment shot, long shot, and medium shot, close up, extreme close up. The transition techniques used in the delivery is cutting and wiping. The commercial contains soft background music. The music creates a rhythm against which the story was told. Graphics was used to help the audience remember the commercial.Silhouette was used to show population. Hard lighting was used in the commercial to give the pictures good qualities. Sound effects were used.

They were a lot of characters in the advert, but there was no dialogue. The message was sent through a presenter. The characters were either doing one thing or another- sending sms or making calls or browsing the internet. The presenter is a man on a casual dress. He looks confident with a good command of English language. He has good facial and body expressions which help to send the message across.

The advertiser uses logo and slogan to help the audience remember the advert. The graphic bearing the name of the package was shown to make the package memorable in the minds of the audience.

The constant featuring of the ad made the audience remember the ad. Other non-verbal communication was also used to make the audience remember the advert.

The two ideologies present in this ad are collectivism and class. Collectivism reflects in the idea that the subscribers to this package belongs to one family and the share the features of the package in common. The set and the appearance of the actors reflect people of middle class.

The ad was open and friendly, depicting friendship. The setting is western and luxurious suggesting middle class. The music used is a foreign music, the costume also is foreign, including the language. There were expressions of friendship.

Analysis of “Easy Flex” TV commercial

The commercial uses flashy scenes to appeal to the audience. The audience is working class adults who can afford expensive air time cards.

Etisalat argues in this advert that Easy flex helps you make calls on and on because, it gets you twice the amount of money that you recharged. The goal is to show that Etisalat makes things easier and convenient for the subscribers.

The advert uses Logos to draw the viewers into the scenes which allows them to connect to the story. It also uses ethos to appeal to the emotions of the audience.

The advertising shows a chronological order Dramatization. The development pattern is introduction, body and ending. The commercial was introduced through a statement that:… about easy flex, I don’t have to tell you, I can show you. The body of the commercials shows the features of the commercial- for instance:  pay N4,000 get N12,500, pay N10,000 get N32,500 and pay N20,000 get N62,500.

The commercial ends by showing the graphic that shows all the features of Easy Flex. Then the logos and the slogan of the company were shown.

Expressions make impact as well as those who express them. There are two human characters, a man and a woman.

The woman was dressed in formal clothing with a stylized hair. She speaks English eloquently with a polished accent. Her tone depicts happiness. She wore a moderate makeup. Her facial expressions and gestures convey the meaning.

The man is neatly dressed in fitted suit. He speaks English eloquently with a foreign accent. His tone depicts happiness, his facial expressions and gestures convey the meaning.

The features of the commercial were repeated two times. In the body of the advert and at the end of the advert. Other non-verbal communication was used to make the audience to remember the advert.

The advert was dramatized. The message was sent through dialogue between the characters.and graphics. The camera style is the combination of camera angles, movements, framing, focus, distance and positions that are montage by editing to create a dynamic feel. The camera distances used to deliver the message are: medium, long shots, medium, close –up, extreme close –up and matte shot. The transition techniques used in the delivery is cutting. The camera angles used are the straight angles and the low angle.  The music is jolly, and creates a rhythm against which to tell the story. The way in which the scenes were shot in terms of lighting also play into the idea of being beautiful that everyone will experience. There were artificial sounds such as sound of helicopter. Special effect such as computer generated imagery was also used.

The features of the commercial were repeated two times; in the body of the advert and at the end of the advert. Other non-verbal communication was used to make the audience to remember the advert.

The two notable ideologies are class and femininity. The advert depicted a tender and caring environment. There was no head role of the man. The roles of man and woman were divided equally. The appearance of the characters and the objects surrounding the sets, like the two expensive cars shows that they are of the middle class.

The setting is western and luxurious the music and costume are foreign as well. English language was used, which is a foreign language. The ad is open and friendly.

Analysis of “Double awoof invention” TV Commercial

The commercial uses funny scenes to appeal to the audience. The audience is ordinary people who most of the time to load air time is difficult for them.

Etisalat Awoof commercial helps the ordinary people to get double of the air time the bought. The goal is to show that etisalat helps the subscribers to talk as much as possible. The advert uses ethos to appeal to the emotions of the audience. The advert uses logos to draw the viewers into scenes which allow them to connect to the story.

The advertising shows a chronological order dramatization. The development pattern is introduction, body and conclusion. The commercial was introduced, when the three friends met the chief actor in a bar with their new Etisalat lines. The body of the commercial shows the features of the commercial for instance; load N200 and get N400, load N500 and get N1000, load N1000, and get N 2000.

The commercial ended with the logo of the company.

These are four human characters, all male characters. They were dressed casually and look ordinary. They spoke Pidgin English. Their tones depicted happiness. Also their facial expressions and gesture convey the intended meaning.

The advert was dramatized. The message was sent through dialogue among the characters. The camera style is the camera framing, focus, and distance that are montage by editing to create a dynamic feel. The camera distances used to deliver the message are: medium long shot, medium shot, medium close-up. The transition techniques used in the delivery is cutting. The music is instrumental music, which creates a rhythm against which to tell the story.The hard lighting technique was used. There were artificial sounds such as sound of air helicopter. Special effect such as computer generated imagery was used. Logo and slogan were used to help the audience remember the advert.

The two ideologies presented here are collectivism and class. The class ideology was depicted through the object surrounding the set. The set looks like a mechanic workshop and there is cab packed there. So the people around there are mechanics, traders and taxi driver.

The setting is a local mechanic workshop. Pidgin English was used in the commercial. The music and costume were foreign. There were expressions of friendship.

4.2    Analysis of Data

Detailed analysis of data involves answering the six research questions based on the analysis of the researcher.

Research question one: What are the salient ideological rhetoric depicted in the MTN and Etisalat commercials?

Some of the ideologies depicted in MTN and Etisalat television commercials are:

i.                   Love

ii.                 Class

iii.              Masculinity

iv.              Feminity

v.                 Mythos

vi.              Collective

The ideology of femininity was seen in the “Better me advert. The advert was tender and caring. The was no gender role. In the family, everybody was equal. The man as well as the woman can cook and change baby’s napkin. “Space” MTN television commercial depicted individualist ideology in the character of the body. He was always restricted. He makes decisions alone and there was always limited body movement.

Determination was depicted in MTN advert “space”. The little boy was determined to make call to the space despite failing at the initial attempts. After several attempts, he succeed in making the call. Class ideology was depicted in Etisalat double date, in the setting. The class represented is ordinary class because of the background. The environment is madeup of a mechanic workshop, lockup shops and a cab painted yellow in a dirty environment.

Collective ideology was also represented in Etisalat double data advert. The friends were together and happy. Good humour was depicted in Etisalat double awoof advert, through acting style. The actor’s expressions were funny. Collective ideology was also depicted in Etisalat cliq. Here, friends were seen chatting together, and doing things together. Collective ideology was also depicted in “Better me” advert, through their acting styles. There were always together eating together in the dinning.

Question 2. What are the devices where these ideologies are embedded?

Ideologies in a movie, can be embedded on devices such as dialogue, actors stand on issues, acting styles, set, costume, food, music etc.

In MTN port advert, mythos was embedded in the costume.

In MTN space advert, individualism is embedded in the acting style of the boy, because he does not consult any member of his family in making decisions. He makes decisions alone. He thinks and executes the project alone. The love ideology isembedded in acting style . This was shown when the family members waited for him to come and join them in the dining table. The expressions of care and sympathy were all written on their faces. Collective ideology was depicted when the family was sitting around the table to eat their dinner, which means they do things together as one united family. The advert reflected key of middle class.

In MTN sunshine advert, the love ideology is embedded in the expressions of love between the husband and the wife and the music that was on the back ground.

The femininity ideology was embedded in the tone of the advert. The tone is caring and tender. The mythos is embedded in the sculpture that was shown in the advert. The class ideology was embedded in the set.

In MTN better me advert, the femininity ideology was embedded in the acting styles of the actors.The husband was doing house chores like cooking and changing baby napkin..The love ideology is rooted in the music and actor’s style like facial expressions. The ideology of class is rooted in the set. The collective ideology was depicted in the dinner table, showing the family where they are eating together.

In Etisalat Double Awoof the class ideology is embedded in the set. The set shows that the advert appeals to ordinary people.

In Etisalat flex, the femininity ideology is embedded in the tone. The tone is caring and tender. The class ideology is embedded in the costumes of the characters and objects such as the two expensive cars.

In the Etisalat cliqlite class is embedded in the set and objects such as the phone. The phone the boy has is an expensive phone, which only rich parents could afford to buy.

In Etisalat double data, the ideology of class is embedded in set. And the costume of the character. The set and costume shows that they are ordinary people.

Research question three: What are their differences in ideology and similarities as well?

The major difference is that MTN wants their products to be connected with love. What MTN wants to achieve in their audience is that as soon as MTN is mentioned, it will be associated with love. Also Etisalat wants their products to be connected with friendship. Etisalat wants its name to be associated with friendship.

Again, MTN depicts more ideologies than Etisalat. In MTN commercials three or more ideologies are reflected, while in Eitsalat not more than two commercials are depicted. Individualistic and masculinity ideologies ere not depicted in Etisalat commercials, while individualistic and masculinity ideologies were depicted in MTN commercials. Some Etisalat commercial analysed were relaxed and funny while MTN commercials were not. 

The similarities include: One ideology common to them is the ideology of class, MTN and Etisalat depicted western ideologies in their ads. Furthermore, MTN and Etisalat did not use indigenous language in their commercials.

4.3   Discussion of finding

The findings in line with the research questions are summarized below.

It is imperative to state that MTN and Etisalat commercial depict certain ideologies in their TV commercials. These ideologies tend to reinforce certain aspects of dominant social ideology. This study shows some of the ideological values depicted in MTN and Etisalat Tv commercials and they are: love, class, masculinity, femininity, mythos, collective ideologies. This research has also shown that cultural values embodied in these TV commercials are few and insignificant. The study also shows that these ideologies are embedded in the devices such as language, music, acting styles, set, costume, music. The study uncovered that the major difference between MTN and Etisalat commercial is that MTN wants to be connected with love and Etisalat wants to be connected with friendship. The work also reveals traces of similarities. One major trace is that both MTN and Etisalat television commercials depicted western ideologies, embedded in these devices setting, sound, costume, language