CONSUMERS’ PERCEPTION OF TRUTH IN ADVERTISING (MASS COMMUNICATION PROJECT TOPICS AND MATERIALS)
ABSTRACT
This research study surveys how certain advertising strategies affect consumers’ perception of truth in them with outcomes drawn from publics in Yola, Adamawa, Nigeria. There are two research questions raised and the literature review focuses on what consumers perceive to be truth in advertising. The theoretical framework for this study uses past experiences and advertising exposures as the key elements for evaluation. The sample size for this study were 200 respondents from the American University of Nigeria, Federal University of Technology, Yola, Adamawa Television, Fombina FM Radio and TV Gotel. Questionnaires were used as the research instrument. The results from the study shows that majority of the respondents have a negative approach towards how advertising practitioners display certain aspect of realism in their productions. The virtue of honesty and frankness were highly overemphasized to be what truth should be all about in the strategic and creative planning of advertisements. The outcome gotten from this research study revealed a positive attitudes towards the impact of advertisements in economic activities. However, the feeling towards how trustworthy and sincere advertisement content are, is a trait that advertising practitioners should resolve.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Humans by very nature seek after the best in all endeavors. As a result, they get easily caught up with the “better option” rather than being content with where they are and what they have. Advertisers have exploited this human psychology to their advantage. Several advertising contents have challenged the consumers’ perception of the ideal message, otherwise called the truth. The whole essence of advertising is to create attention, desire, action and interest in the consumers. Sexual, factual and emotional strategies are a few methods that advertises use to appeal to consumers.
In an effort to woo consumers, advertising exaggerates the difference between the perceived product and the reality of the product. This is very common amongst competitors. They tend to include more than available information on a perceived benefit and exclude all the disadvantages. Cohesion cannot be used as a tool in making consumers to buy something they don’t need, but effective advertising can increase consumer wants and desires.
