REND IN THE USE OF HUMAN MODELS IN THE NIGERIA ADVERTISING INDUSTRY
ABSTRACT
This research focused on Trends in the use of Human Model in the Nigeria Advertising Industry. This study consists five chapters, the first chapter cover and introduction of study. The research problem, objectives of the study, formulation of hypotheses, the significance, the limitations and the scope of the study was also tested in this chapter. Chapter two described the theoretical framework and related literature review. In chapter three, Research methodology was covered while chapter four dealt with Analysis and presentation of Data Besides Hypothesis Testing. The summary, conclusion and Recommendations for further study were made in chapter five. The research is carried out through the method of survey research. The empirical aspect of the work is carried out using information obtained from both sample of consumers age groups and five advertising agencies in Enugu and Lagos they use model in advertising products or services. The core of this study is to analyse the effectiveness of using models in advertising and its ethical implications. Based on these, three hypotheses were formulated. H: Modeling is a very effective advertising strategy in Nigeria NH: Modeling is not an effective advertising strategy in Nigeria. H: Models used in advertising is seen as ethical by Nigerians. NH: Models used in advertising is seen as unethical by Nigerians. H:Models influence prospective buyers on the purchase of products. Television and bill-boards are the best among the models. Television is the best vehicle to use models in advertising. Based on the above findings, some recommendations made are Advertising agencies should incorporate modeling service on their organization so that such models used could be specifically, and efficiently trained for the specific product to suit the marketing objection Greater emphasis should be made on the use of local models in advertising product especially cigarette. Since modeling has been found to be effective as advertising strategy, efforts should be made to increase the rate paid to models in order to encourage people to go into professional modeling schools to train the young ones is recommended. It has been found that use of models in cigarette advert significantly affect consumers below twenty years, therefore, efforts should be made to restrict cigarette advert to such programmes which will not attract the ago groups below twenty, since they are more influenced by the models used in cigarette advertisement.
CHAPTER ONE
INTRODUCTION
BACKGROUND TO THE STUDY
Advertising is any paid form of non-personal presentation and promotion of persons, institutions, ideas, goods or services, by an identified sponsor using appropriate medium or media of communication. According to the Cable news network (CNN), advertising gives us the right to choose, in the market place. It induces immediate sales and builds sustainable image for a product. Advertising also informs buyers about products that ate new in the market as well as remind them about old ones almost forgotten due to lack of publicity on them. It tells about names of such new products and where to get them. Using well know models to advertise products or services creates arousal of interest if viewers identify such products or services with the models. Advertising practitioners/advertisers hold the view that when celebrity models are used for promotion of goods or services, the loyalty of the garget audience is won. The use of models in advertising stem, from the marketing concept and also emanates from the fact that advertisers and advertising agencies realized the power influence and importance of associating notable personalities or even good looking people with product identity in order to achieve the following reasons: To attract the attention of prospective buyers. Improve the sales of the products by associating it with such models. To get buyers to be favourably disposed to the products. To propagate the brand. To improve on the brand image. To add value to advertising and communications industry. World wide use of model in advertising has remind a remarkable instrument of increasing business activities because the appeals drawn will be very effective in advertising and will attract much concern where attitude change is involved. As a result, some developments have been with eased in the advertising industry within the least twenty years in the area of supportive services as radio and television production, research and out door services. These are activities and ventures where modeling services are required. To day, advertising industry use models in several ways either on television or advertisement on the pages and covers of various magazines, newspapers, journals calendars, bill-boards, and posters.
Hogarth (1968) asserts that there are many different ways in which models are used in advertising and further stated how complex the world of advertising can be if one stops to think about models used in advertising. The models could be trained, untrained, celebrities, seductive and non-deductive. But of all the models used. Celebrity models seem to be the most effective in advertising. White Hooper (1946) sees celebrity endorsements as finding either an authority star personality, or entertainer, who will associate himself/herself with your product, in some positive fashion, that will enhance its popularity with the television audience”. This study which was conceived out of a sense of strong interest in models used in advertising, coupled with the fact that too little was known about models used in advertisements by the modeling agencies or advertising agencies is intended to find out the influence of these models in advertisements. Most of the advertising firms operate through modeling agencies and majority of the models are represented by these agencies with their contracts being established by their representatives. But no rule exists that model must be represented by an agent, as some companies have been incorporated to provide and train models for modeling. The purpose of a modeling agency is to avail advertisers/advertising agencies the services of trained and experienced models required for advertising of goods or services, since modeling seems to play important roles in the advertising industry, especially in accelerating appeal for goods and services as well as improving sales of influence models now have no the audience in promoting of goods and services .
PROBLEM STATEMENT
In Nigeria today, use of models in advertising has become one of the sophiscated marketing strategies employed in advertising operations. Watching the televisions, one sees and listen to an innumerable number of advertisements of products and services like peps, cola, Elephant blue detergent, lux toilet soap, star lager beer, jik bleach etc. Each of these products were advertised by models, mostly celebrities, it is important to remember that modeling has now reached a highly competitive stage, and huge efforts and finance are being invested yearly by the industry. Whether these efforts are justifiable or not depends on the effectiveness and the ethical implication of modeling. The problem, however, is that in Nigeria there s a poverty of studies on the effectiveness and ethical dimensions of modeling in advertising. This study is geared towards helping to solve this problem in the Nigerian context.
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