IMPACT OF COLOUR REPRESENTATION IN NEWSPAPER ADVERTISING (A CASE STUDY OF VANGUARD ADVERTISEMENT)

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ABSTRACT

IMPACT OF COLOUR REPRESENTATION IN NEWSPAPER ADVERTISING

Colour is the visual impression registered by the rating of the eye when struck by light. There are seven colours in the band, these are red, orange, yellow, green, blue, indigo and violet. Light is therefore the source of all colours. “when we see a red rose, we see it only because light reflects from it into our eyes, making the rose and its colour discernible colour then, is a property of the light waves reaching our eyes not of the object seen.

There are principally six colours made up of three primary colours blues, red, and yellow and three secondary colours orange, green and violet. This not withstanding, physics however, classify all colours of the light band which includes indigo as primary colours of light.

The secondary colours are so called because they are hybrid of the primary colours for instance orange is obtained by mixing yellow and red, green by mixing yellow and blue and violet (purple by mixing red and blue.

According to McCann Erickson, Inc, the advertising agency that develops coca-cola nationals campaigns said that advertising is “truth well told”. This philosophy is echoed by coke’s management . Today, we all have strong concepts of what adverting is and we also tend to have very strong opinions and prejudices about it. Definitions of advertising are many and varied. It may be defined as “communication process, a marketing process, an economic and social process, a public relations process, or an information and persuasion process” depending on the point of view. Advertising is also the non-personal communication of information, usually paid for and usually persuasive in nature, about products, services or ideas by identified sponsors through various media.

There is a trend in advertising these days in which various colours are in now being used in newspaper, magazine and television advertisements. Research has shown that advertisements presenting in colours are attractive and infact whips appatice. To be specific, the vanguard newspaper has been the major promoter of this trend and it is now generally believed by marketers that the impact of colour in advertising has positive effect on the quantum of products presented to the public of colours.

This study is however aimed at establishing if there is such correlation.

TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgement

Abstract

Table of contents

CHAPTER ONE

INTRODUCTION

• Background of study
• Objectives of study
• Significant of the study
• Research question
• Research hypothesis
• Conceptual and operational definition
• Limitation of the study

CHAPTER TWO

• Review of literature

2.1     Summary of literature review

2.2     Sources of literature

CHAPTER THREE

3.0     Methodologies

•        Research method
• Research sample
•        Research design
• Measuring instrument
• Pre test
• Data collection
• Data analysis
• Expected results

CHAPTER FOUR

DATA ANALYSIS AND RESULT

• Data analysis
• Results
• Discussion of findings

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

• Summary
• Recommendation for further study

References

Bibliography

Questionnaires

CHAPTER ONE

INTRODUCTION

In this scientific era of mass production, mass communication and mass consumption, advertising serve as an important factor between someone who has something to sell and someone who needs something. It is therefore been defined as “the means by which we make known what we have to sell or what we want to buy”.

It has also been defined as any paid form of non-personal presentation of ideas goods or services by an identifiable sponsor with predominant use, made of mass communication.

Furthermore, the association of advertising as “any paid form of non-personal communication intended to promote or create awareness for individual products or service by an identifiable sponsor”.

Advertising is often characterized as a means of selling to the masses, this is because “advertisement can change buying habits and it’s entertaining features are always interesting to match.”

But as Daniel S. Warner professor Emeritus, school of communication, university of Washington puts it in his book (1980, 41) “Adverts cannot change buying habit in deplorable situation”. He says that the greatest advert in the whole world cannot soil a product nor convince consumers to buy products which they feel costs too much, poorly package or in some other ways, do not live up to the expectation.

This leads to the popular misconception that advertising is directed at everyone. But obviously, people do not have the same scale of values and are not interested in the same things. Therefore, no product is consumed by any one at the same rate and no advertisement is equally appealing to anyone.

Some products universal appeal more than others and some advertisers have made markets than others, but each advertisement succeeds who can be reached on a common meeting ground. Also, to effectively convey advert sales message to this group, advertisers are free to choose from any of the advertising media-electronic or point to intensifying advert reach.

Traditionally, Nigerian display their goods such as yam tubers in excellent rows allowing sufficient quantity of the soil or mud to beautify that tuber. The mud is excellent potential sales point as it serves to address the tubers source areas in important way of portraying the tests. Adding to that in our local retail outlets, sellers consciously engage in attractive display of products or goods arrangements to serve as attention gather and help establish identity.

Colour has therefore been playing a unique role in advertising. Colour is not only a thing of beauty to individuals, it is naturally striking and compelling to uses generally or individually.

In as much as this topic deals with the impact of colour representation in Newspaper advertising on consumers as it concern the Daily sun newspaper, it cannot be a misnormal to state that advertising is focused in the face of conflicting completion of text. Photograph and interplay reader. There is there no need for colour reprsentation to aid quick recognition and readership which consciously design advert in colour to influence people’s buying behaviour change and that there would be greater impact on the readers.

The purpose of the study is to find out how colour of a product advertised in newspaper can affect our buying decision and habit, quite several studies have tried finding out the influence advertisement have on consumers but not specifically that by newspaper colour.

Why is it that people buy one good and ignore others? Has this any relevance to colour representation? These undoubtedly are going to form the basis for this study.