Multimodal Meaning-Making in Social Media Advertising: A Study of Linguistic and Non-Linguistic Resource Integration in Kenyan X Advertisements

Abstract

This paper investigates the interplay between linguistic and non-linguistic resources in social media advertisements, specifically focusing on X ads from Kenyan companies. Grounded in the framework of Multimodal Discourse Analysis (MDA) and guided by Kress and van Leeuwen’s Visual Grammar theory, the study adopts a qualitative descriptive approach to analyse how text, imagery, colour, layout, and other visual elements co-construct meaning in digital advertisements. Using a purposive sample of 12 X ads from major Kenyan banks and fast-food brands, this research identifies how multimodal strategies are employed to enhance brand identity, cultural resonance, and audience engagement. The findings demonstrate that advertisers use specific design elements such as foreground, strategic typography, brand colour consistency, local dialects, and visual symbolism to create cohesive and persuasive messages. This study contributes to discourse analysis, visual communication, and digital marketing by illuminating the dynamic interactions of semiotic modes in meaning-making processes online.