THE EFFECTS OF PHOTOGRAPHY AS A COMMUNICATION TOOL IN ADVERTISING.
ABSTRACT
Basically, Photography has been an effective communication tool in advertising. Some of the objectives of the study are:
- To show the true position of photography as an effective communication tool in advertising.
- To provide answers to the questions people are asking about how well photography enhance advertisement.
Based on these objectives, the Researcher used written questionnaires and personal interview in eliciting information or data. The data collected was analysed used statistical procedures such as percentages and frequencies during the course of this study, the finding includes;
- That pictures have an effect on the consumer’s perception of advertisement.
- That adverts with pictures receives more favourable perception among consumers than those without.
- That picture adverts attracts attention, creates interest, desire, distinction and emphasis.
- That pictures adverts are useful in identifying a product as it gives a real life image of a product.
Finally, the researcher concluded by pointing out that further researcher should put into consideration all the variables which the researcher recommended and that they should also try to research a greater population and get enough fund before starting.
CHAPTER ONE
1.1 BACKGROUND OF STUDY……………………………………
1.2 STATEMENT OF PROBLEM…………………………………..
1.3 OBJECTIVES OF THE STUDY……………………………….
1.4 SIGNIFICANCE OF THE STUDY…………………………….
1.5 STATEMENT OF HYPOTHESIS………………………………
1.6 DEFINITION OF TERMS………………………………………
1.7 LIMITATION OF STUDY………………………………………
CHAPTER TWO
2.1 LITERATURE REVIEW…………………………………………
CHAPTER THREE
3.0 RESEARCH METHODOLOGY…………………………
- RESEARCH METHOD……………………………………
- RESEARCH DESIGN………………………………………
- RESEARCH SAMPLE………………………………………
- DATA COLLECTION……………………………………….
- METHOD OF DATA ANALYSIS…………………………
- EXPECTED RESULTS……………………………………..
CHAPTER FOUR
- DATA ANALYSIS AND RESULTS……………………………….
CHAPTER FIVE
- SUMMARY………………………………………………….
- CONCLUSION………………………………………………
- RECOMMENDATION…………………………………….
REFERNCES………………………………………………………
BIBLIOGRAPHY…………………………………………………
APPENDIX…………………………………………………………
CHAPTER ONE
BACKGROUND OF STUDY
- The world needs COMMUNICATION to survive. The effect of COMMUNICATION on mankind cannot be over – emphasized. This is because COMMUNICATION is gradually turning the world into a global COMMUNICATION which means transferring or transmitting information from one person to another has averted wars, made people excited, captivated and built up interest where there is none.
COMMUNICATION at its present sophistication and advancement enables on to stay in his living room and talk to people outside the country, watch the behavior and living habit of people, observe the buying and consumption pattern of other people and equally see what goods and services certain people render or produce most. All these would have been a mirage without COMMUNICATION.
For the purpose of this paper, we shall X – ray the effects of photography as a COMMUNICATION tool in advertising. Although, a lot of communication tools abound, we shall try to pin down our research and study to photography.
Is photography of any effect or relevance to advertising. This question if well researched, would give credit to our study as we shall relate the importance of photography to advertising and to both the business enterprise, individuals and groups. Photography appeals to vision (sight) once our interest is captured by anything, there is that tendency to inquire more of that object and if it is what we desire, we make further step of acquiring it. This is defining the effect of advertising.
Advertising, therefore, capture our interest, bring to our awareness the existence of a product and sustains our interest and need of those products and services to prevents depreciation. Most products for advertisement can be giving eye appeal by the use of photographs because they catch the reader/viewer more vividly. Photographs also help buyers to identify brands name and help trade marks more easily. Usually, a good mixture of background colour and decolouration will make one’s advertisement standout and help buyers identity successive advertisements. It could also be used too illustrate, prove or interpret buyer’s benefits and promos. When photographs are used, it injects a certain mood into an illustration and show the structure and design.
Advertisers use photographs in their adverts to make a product realistic or the package recognizable.
There are problem for instance, which advertisers encounter in certain types of advertisement. For example, photographs maybe unavailable, unnecessary and undesirable if the advertising budget is quite limited. The advertising company may have no other choice than to use any other visual communication tool like lines or color illustrations. There are also instances when the persuasive influence of an advertisement may be considered more important than it’s attention value. There are also instances when photographs do not add or increase the attention of the copy. All in all, I will still believe that photography is an effective communication tool in advertisement.
1.2 STATEMENT OF PROBLEM
An advertisement should communicate message which is in the totality of the environmental setting. The non verbal ones and indeed the connotative and denotative meanings of words for advertisement message to be effective , there must be an isomorphism (similarity) of meaning between the sender i.e. the sponsor and the receiver of the advertisement messages. Therefore, the sender or sponsor of advertisement messages must enlist the services of what he considers the best channel of communication to reach his audience in the various media as well as encode his advertisement message in a way the receiver will not only be receptive to such messages but will be able to decode as to compel action or feedback in the form of a purchase or trade enquiry. Since the purpose of any communication is to achieve share meanings in simple and clear terms, this leads us to the problem of which channel will be of great impact in advertising. For the facts that two senses of man are basically involved in decoding advertisement message. I.e. (ears – audio, eyes – visual) advertising media are basically involved around these two senses.
The advertiser aims at capturing the attention and getting the audience favorable disposed to a product or service. This in itself necessitates that the products will be shown in a desirable context so that some transference is made from the product to the audience.
In advertisement, because of the need to communication swiftly, unambiguously and economically the issue of which medium is effective vis – a – via channel of carrying out the advertisement message rears it’s head. Is it going to be bill boards, posters, newspapers, magazines, direct mail, telephone or radio?.
After having successfully classified the different types of advertising target audience ( e.g. consumer, industrial) by geography (local, international) by it’s function or purpose (e.g. product advertising, non commercial advertising), the next important thing is to classify by the medium (radio, television, magazine). The type of medium and channel that would now be used for the advertisement message can affect the effectiveness or not of the advertisement message.
1.3 OBJECTIVES OF HE STUDY
Most readers of advertisement look at the illustration, read the headline and read the body copy in this order. If anyone of these elements fails, the impact of the advertisement is decreased. A great deal of responsibility for the success of an advertisements, therefore is placed on the illustration. Some advertisements have no illustration because someone made a conscious decision that an illustration was not needed in order for effective communication to occur. However, if an illustration is used, it must do one of the following, capture the attention of reader or identify the subjects of the advertisement. Therefore, with the increase interest and participation in advertising, advertisers became inquisitive to know the true position of photography in achieving the desired effect in advertisements.
This project is then set out to show people the true position of photographs as an effective communication tool in advertising. Also, to provide answers to the questions people are asking about how well photographs enhance advertisement. As advertisers move around in search of the best communication tool for their adverts, much is expected from them especially in the education of the masses on a product.
1.4 SIGNIFICANCE OF THE STUDY
The important of photography cannot be over – emphasized. As observed by Dr. Ikechukwu Nwosu, photographs can be a powerful psychological tool, advertisers use to attracts buyer’s attention because most buyers observe photographs than other visual expressions, for it stimulates interest and with the desires of buyers. This statement means that there will be no advertisements without photograph or adverts will be un – interesting without photographs.
One thing is effective photograph, another thing is effective communication that will bring people to the product and bring the product to the people. By so doing, the activities are co – co-ordinated without effective photographs there will be no effective advertisement. This is why, this research work is very useful, it will encourage the practicing advertisers and would be advertisers to identify their effort towards photographs in advertisements.
Also, the research will aim at determining if photographs communicate effectively to how people look at the advertisement and to know the effect of photographs on consumer’s perception of advertisement.
- RESEARCH HYPOTHESIS
The following research hypothesis were formulated to guide the study.
- Adverts with photographs receive more favorable perception among consumers than those without photograph.
- Adverts with pictures communicate effectively than those in another form of visual expression.
- Adverts with pictures make one buy more product that he budgeted
- Adverts with pictures appeal to young people more than old people
- Adverts with pictures raise the value of the products.
- DEFINITION OF TERMS
Most advertisement messages reaches us through what is called the “mass media” that is bill boards, newspapers, magazines, radio, television, directs mail and flyers. The medium that carries the advertiser’s message is the vital connection between the company that manufactures a product or a firm offering a service and the customer who might wish to buy the product or patronize the service being offered. The media is the second link/middle link in the communication chain.
The advertising media can thus be categorized into:
- Print Media
- Electronic Media
- Out – door Media
- Direct Mail
- Others e.g. cinema, automatic telephone dialing.
- Print Media: This refers to newspapers and magazines, some of these are national, local and regional. Also, some are specialized e.g. “financial Times”, “Aviation today”. Print Media also included newsletters and directories e.t.c.
- Electronic media: The electronic media consist of radio and television. And these are often referred to as the fastest means of getting information both in the rural and urban areas.
- Out – door Media: These are advertising bill boards, point of purchase, displays (counter cards) and transit advertising (bus and car cards). Posters in bus shelters, train stations and creative billboards in airport lounges are also examples of out – door media. Also included as out – home media are stadium scoreboards advertisements, flying banners and skywriting.
- Direct Mail: this involves companies mailing their advertisement directly to prospectively customers without using any of the commercially published media. This is the most expensive medium but usually the most effective because the advertiser can target the customer directly.
- Other media: There are mostly technologically advanced based e.g. automatic telephone – dialing devices.
- Photography: Photography can be said to be a means of recording pictures for either forever the things one sees for a moment.
- Advertising is a branch of business concerned with selling goods and services. It is used for recruitment purposes, informing people of things wanted, as well as making many other publicizing charities and making many other announcements including selling political party manifestoes.
- LIMITATION OF STUDY
The study is limited to only two communities both in Enugu state. The study will be limited to these two communities because of the lack of funds, insufficient time for the complication of this project and insufficient advertising companies in the country.
Download our android mobile app for more materials
ORDER NOW
COMPLETE MATERIAL COST N2,500 Or $10. FRESH PROJECT MATERIAL COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.
THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE
Account Name : Host Link Global Services Ltd
ACCOUNT NUMBER: 0138924237
Account Name: Chi E-Concept Int’l
Account Name: 3059320631
Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
Account Number: 0117780667.
Swift Code: GTBINGLA
Dollar conversion rate for Naira is 175 per dollar.
ATM CARD: YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY.
OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.
form>DELIVERY PERIOD FOR BANK PAYMENT IS LESS THAN 24 HOURS
CALL OUR CUSTOMERS CARE OKEKE CHIDI C ON : 08074466939,08063386834.
AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO
08074466939 or 08063386834, YOUR PROJECT TITLE YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.
WE HAVE SECURITY IN OUR BUSINESS.