AN AESTHETIC SURVEY OF OUTDOOR ADVERTISEMENT ON SELECTED BILL BOARDS IN UYO METROPOLIS

AN AESTHETIC SURVEY OF OUTDOOR ADVERTISEMENT ON SELECTED BILL BOARDS IN UYO METROPOLIS

CHAPTER ONE

THE PROBLEM AND THE SETTING

  • Background of the Study

Communication is one phenomenon that man cannot do without. This is so because man will have no meaning in and around him without communication, in fact it is often held that man cannot not communicate” whether one is sleeping or just merely closing his eyes, he communicate intra-personally human beings are also involved in communication in many other forms ranging from political, economical social, religious and many other interest.

Among the human communication activities is advertising, which indeed is a form of persuasive as well as informative and entertainment communication. It must be noted that the primary motive of advertisement is persuasion.

With the coming of age of advertising as a form of persuasive communication, consumers of goods are more interested in what type messages they get from the media about the existence of goods and services. This they do to be able to know which products will persuade them and create the needed desire. As the consumers has become sophisticated in their choices. Advertising producers has also become keenly interested in the contents of adverts, messages that is sent out. As right observed by Udoh (1991) whether the message has the ability to persuade depends on the design and perception of the presentation.

In marketing, it is believed that products must be produced to satisfy certain human needs. These products once manufactured have to be made kwon to the general public. This is where advertising plays a vital role. It is apt to say that advertising messages that must appeal to the sensibility of the consumers must of necessary have aesthetic element. Udoh (1991) is supporting the above said

To be able appeal to consumers of goods    and

             services the content of the message must be to

             necessary, have aesthetic se up. The artistically

            embellished content has to appeal to the recipients.

The subject of aesthetic is very interesting as noted,  Akpan (1994)

When the term “aesthetic is mentioned what

            Really appears in our mental mirror is that

            Which is beautiful

According to him, an object which is said to be beautiful is considered in the light of the whole piece as partially separated, form the sub-units or parts. Aesthetical essence will bring up feeling of acceptability and consequently the sharing in the aesthetic experiences. This work is therefore examining the aesthetic potentials of billboard advertisement that strive in artistic creation and beautification thus appealing to peoples sense of perception. Both advertisers and advert creators have behind them the beauty and communicativeness which creates in the people the desire and feeling to appreciate the message as presented and thus react in a favourable manner. It follows that the form as these messages are presented to us must be familiar and must have attention holding power of its own. This is what illicit the favourable responses in the first place.

 

1.1   Statement of Problem

Billboard is a medium of advertising employs picture graphics, colours and other elements to communicate to its audience. These elements are basically for the purpose of persuading the recipients. How have advertisers and adverts experts mastered the technique of manipulating these aesthetic elements to create appeals? Could it be save to say that an acceptable and appreciable feeling has not been generated by reason of the poor manipulation and actual application of aesthetic elements? Again how many people stop on our street to behold these billboards it carries? This study therefore is set to examine how the aesthetic elements in billboards are manipulated to strike feelings of appreciation by the recipients.

 

1.2   Objectives of the Study

The study has the following objectives

  • Assessment of aesthetic elements in billboards advertising production
  • See the extent to which the application and manipulation of aesthetic elements in billboard is measured.
  • To distinguish communication appeal from aesthetic appeal.
  • To ascertain the relationship between elements and principles of design in a presentation.

 

1.3   Research Questions

The study has the following research questions

  • Can aesthetic appeal be achieved without design principles?
  • Can the design concept of a billboard advertisement affect it’s aesthetic appeal?
  • Can the beauty of a billboard determine its aesthetic appeal?
  • Can to be said that graphic play a vital role in a billboard appeal?
  • Can the size of a billboard affect its aesthetic status?

 

1.4   Justification of the Study

Billboard advertisement carries along with it the properly of beauty, communication and aesthetic appeal. All these combined to make a product that is displayed through this medium to be worth considering. How be it, it appears that attention over the years had been  on the beauty and communicativeness only leaving the aesthetic aspect. Based on the above, the justification of the study is that

  • Findings will be useful to the major facilitating institutions of the field of advertisement managements
  • The advertisers, advertising agencies, the research suppliers and the media as well as the audience.

The study of further justified in that

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