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The Role Of Advertising In Promoting A Product
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2.4 REVIEW OF EMPIRICAL STUDIES
There is a dearth of studies focusing on investigation of the language of newspaper advertisement. Bansal and Gupta (2014) Impact of newspaper advertisement on consumer behavior. The advertisements used for the study ranged from products to services. Their study also compares human perception of a newspaper advertisement with the intended perception of that advertisement. The findings of their study revealed that Psychological impact and perception are important aspects affecting consumer behavior.
Robert (2013) studied the Language of Advertising in the Nation Newspaper and Newswatch Magazine. The study focused on a critical analysis of the language of advertisement in selected newspapers and magazines; from the aspect of graphology and lexis. It was discovered that the language of advertisement is persuasive, informative and it serves as a reminder to the consumer to patronize the products. The study also revealed that both linguistic and non-linguistic features are usually employed to drive and compel consumers to purchase goods whether good or bad.
Vavla (2009) studied the benefit of using newspaper, magazine and books in classrooms focused on an overall view of the outstanding advantages that the usage of various mass media in the classroom is able to provide to students and teachers together. The paper revealed how print media in particular help students and teachers to gather, contrast, analyze and classify information, concepts and perspectives.
Olley and Chile (2015) studied Readers’ Perception of Nigerian Newspapers on the Internet. Their study assessed the state of awareness and utility in readership and response to feedback services of online newspapers among readers. Their study also assessed the challenges and prospects of internet newspaper publishing in Nigeria. Findings from their study revealed that, the internet has played a significant role in the transformation of the newspaper industry in Nigeria and that the high rate of internet charges and low services experienced by internet subscribers is a drawback to Nigerian online Newspaper readership.
2.5 PERCEPTION THEORY
This study was anchored on the perception theory. The theory was propounded by Daryl Bem in 1972.
Perception depends on a complex of variables such as psychological disposition, past experiences, cultural expectations and social relationships. (Folarin, 2005; Olley and Chile, 2015). All these resulted in the selective process, which takes place in a ‘stop gate’ fashion with selective exposure, selective attention, and selective retention. In selective exposure, it means that Nigerian audience has to be exposed to the Nigerian newspapers online before they can attend to it. It is also believed that people seek out information that carters for their own interest, while avoiding those that attack their self-image. This determines which papers they subscribe to or read at all (Olley and Chile, 2015).
In the selective attention, the eye is known to process information much faster than the brain can interpret. The human brain has to select which information to pay attention to in order to avoid confusion. In the case of the online readers, the attention he pays to the news items on the web depends on the relevance of that message to his predispositions. In order words, an individual surfing the net will pay close attention to a new headline that can satisfy his information search (Olley and Chile, 2015).
In selective perception, each of the readers tends to perceive and then decode communication messages in the light of our previous experiences and current dispositions and needs. The language we speak and words we use also tend to circumscribe our perception. The type of headline display will influence an individual perception of the item (Olley and Chile, 2015).
In selective retention, only that news item that satisfies an individual’s curiosity and which make meaning to the reader can be retained, that is, online readers can remember certain information that agrees with their needs (Olley and Chile, 2015).
This theory was considered relevant to this theory being that readers perceive the language of advertising of newspaper in different ways which is influenced by their social, religious, cultural, academic and professional background.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACT IS COMING SOON ... Continue reading---
QUESTIONNAIRE - [ Total Page(s): 2 ]APPENDIXQUESTIONNAIRE Department of Mass Communication, College of I.C.T, Kwara State UniversityMalete, P.M.B 1530 March 2017. Dear Respondent,REQUEST FOR COMPLETION OF QUESTIONNAIREI am a final year undergraduate student of the Department of Mass Communication, Kwara State University, Malete. I am cond ... Continue reading---
CHAPTER ONE - [ Total Page(s): 2 ]CHAPTER ONEINTRODUCTION1.1 BACKGROUND TO THE STUDYAdvertising is an effective communicative discourse. It has the sole aim of persuading the readers to gain their trust of the reality of the promoted product (Al-Siyami, 2013). In last decades, the market glut of advertising caused the increased intention and interest in linguistic aspect of advertising. Advertising unifies language, pictures, music; it contains information, invokes emotions and imaginations, it can capture all five senses and, b ... Continue reading---
BIBLIOGRAPHY - [ Total Page(s): 1 ]BIBLIOGRAPHYAl-Siyami, A. W. (2013). Intertextuality in Newspaper Advertising. Journal of Modern Languages. (23), pp41-56.Bansal, M. and Gupta, S. (2014). Impact of Newspaper Advertisement on Consumer Behavior. Global Journal of Finance and Management. 6 (7) 669-674. Bloor, M, & Bloor, T. (2007). The practice of critical discourse analysis: An introduction. London: Hodder Education.Braithwaite, C and Webb, A. (n.d).Successful Newspaper Advertising.International Center for ... Continue reading---
CHAPTER THREE - [ Total Page(s): 1 ]CHAPTER THREEMETHODOLOGY3.1 INTRODUCTIONThis chapter deal with methodology of the study. It covered the research design, method, population of the study, sampling technique, sample size, data collection instrument and the data analysis.3.2 RESEARCH DESIGNThe research design that was used for this study was the quantitative research. This method entails data gathering in a numerical format. The method that was used is the cross-sectional survey. With this design, data gathering it was conducted a ... Continue reading---
CHAPTER FOUR - [ Total Page(s): 5 ]Table 1 indicates that; Majority (51%) of the respondents are male; More than half (52%) of the respondents fall within the age bracket 21-24 years; bulk (38%) of the respondents are in the department of Mass Communication; majority (45%) of the respondents are in 400 level and Majority (59%) are also in the regular undergraduate programme.Table 2 indicates that; majority of the respondents (32%) often read vanguard newspaperData in table 3 shows that majority of the respondents (27%) agreed t ... Continue reading---
CHAPTER FIVE - [ Total Page(s): 2 ]CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATION5.1 Summary of the studyChapter one of this study bordered on the background to the study, which introduced some of the concepts like language, language of advertising in newspaper and readers perception which was later discussed in the chapter two. This chapter contained the research questions, objectives, significance of the study, scope of the study and definition of terms.Chapter two dealt with the comprehensive review of releva ... Continue reading---
