The Effectiveness Of Photography As A Communication Tool In Advertising

Project and Seminar Material for Mass Communication

The Effectiveness Of Photography As A Communication Tool In Advertising


Abstract


This study is on the effectiveness of photography as a communication tool in advertising. It originated as a result of the unfavourable marketing conditions experienced by manufacturers. in the advertising and marketing of their products to the consumers.

Data used for the study was collected by the researcher personally using the questionnaire method. Result of the study show that business organizations employ the use photography in advertising to help win the consumer patronage towards buying their products.

The study succeeded in identifying the synergy that exist when advertisers combine pictures and Illustration in form of written materials in conveying messages about the existence of goods and services to the consumer. Results also shows that manufacturers of products should not depend solely on photographs to sell their products, but to ensure that the products are of high quality and durable.


Table Of Content


Preliminary Page(s)

  • Title page
  • Approval
  • Certification
  • Dedication
  • Acknowledgement
  • Abstract
  • Table of contents

Chapter One

Introduction

  • 1.1 Background of the study
  • 1.2 Statement of problem
  • 1.3 Objectives of the study (purpose of study)
  • 1.4 Significance of the study
  • 1.5 Research question and hypothesis
  • 1.6 Scope and limitation of study
  • 1.7 Definition of terms/concepts

Chapter Two

Literature review

  • 2.1 Insight on the study
  • 2.2 Definition of advertising
  • 2.3 Brief History of advert in Nigeria
  • 2.4 Experts opinion on Advertising and influence on buyer’s behaviour
  • 2.5 Theoretical framework on advert

Chapter Three

Methodology

  • 3.1 Research design
  • 3.2 Area of study
  • 3.3 Population of study
  • 3.4 Samples and sampling procedure
  • 3.5 Instrument of data collection
  • 3.6 Method of data collection
  • 3.7 Method of data analysis

Chapter Four

Data presentation and analysis


Chapter Five

Summary of finding, conclusion and recommendation

  • Reference
  • Questionnaire

Chapter One


Introduction

1.1 Background Of Study

Advertising as a discrete term is generally agreed to have begun with newspapers in the seventeenth century. This included line or classified advertising. Simple descriptions plus prices of products sewed their purposes until the late nineteenth century, when technological advances meant that illustrations could be added to advertising and colour was also an option.

As a result of the on-going market revolution, advertising has experienced a tremendous growth as hardly exists anything that advertising has not been equated with. The persuasive power of advertising in the electronic age transcends cultural boundaries, especially with the use of carefully selected words and images that will elicit the attention, interest and desire of potential consumers in the advertising campaign.

With the introduction of photography in advertising, advertising grew massively. This led to increased dependence of modem business on advertising to sell their products and images to the public..

There are other instances when the persuasive influence of advertisements may be considered more important than it’s attendant value. There are also instances where photographs do not add or increase the attention of the copy.

Against all odds, Photography is an effective communication tool in advertisement.


1.2 Statement Of Problem

In Nigeria, advertising has transcended technologies and cultural barriers to encourage people to patronize a product. Advertising became a vital tool for creating mass awareness, conveying information and education about the existence of goods and services in the market. A well detained and planned advertisement which aided with pictures and illustrations will help the potential buyers of a product to know more about the existence of a particular goods and services as often said by media historians “A picture is worth more than a thousand words”.

In advertisement, because of the need to communicate quickly, unambiguously and economically the issues of which medium are effective vis-à-vis channel of carrying out the advertisement message nears its head. Is it going to be bill boards, posters, newspapers, magazines, direct mail, television or radio? After having successfully classified the different type of advertising target audience (e.g. consumer, industrial) by geographically (local, international) by it’s functions or purpose (product advertising, non commercial advertising), the next important thing is to classify by the medium (radio, television, magazines). The type of medium and channel that would not be used for the advertisement can affect the effectiveness or not of the advertisement message.


1.3 Purpose Of Study

This study on the effectiveness of photography as a communication tool in advertising will be aimed at providing an insight into the challenges that might act as a threat or opportunities to the marketing of goods and services in a highly volatile environment such as Nigeria.


1.4 Significance Of Study

This study on the effectiveness of photography as a communication tool in advertising when completed will be useful to both the advertiser, their agent (Advertising Agency) and the consumer (buyers).

The advertisers will learn from the findings of this study, how a careful blend of pictures (illustrations and image) and words (written or spoken) can increase audience awareness of a product.

The Advertising Agency, on the other hand will also benefit form this study, it will help enhance the quality of adverts, through careful selection of images and words that will elicit audience interest and patronage.

Against all odds, I still believe that photography is an effective communication tool in advertisement.


1.2 Statement Of Problem

In Nigeria, advertising has responded technologies and cultural barriers to encourage people to patronize a product. Advertising became a vital tool for creating mass awareness, conveying information and education about the existence of goods and services in the market. A well detained and planned advertisement which aided with pictures and illustrations will help the potential buyers of a product to know more about the existence of a particular goods and services as often said by media historians “A picture is worth more than a thousand words”.

In advertisement, because of the need to communicate quickly, unambiguously and economically the issues of which medium are effective vis-à-vis channel of carrying out the advertisement message nears its head. Is it going to be bill boards, posters, newspapers, magazines, direct mail, television or radio? After having successfully classified the different type of advertising target audience (e.g. consumer, industrial) by geographically (local, international) by it’s functions or purpose (product advertising, non commercial advertising), the next important thing is to classify by the medium (radio, television, magazines). The type of medium and channel that would not be used for the advertisement can affect the effectiveness or not of the advertisement message.


1.3 Purpose Of Study

This study on the effectiveness of photography as a communication tool in advertising will be aimed at providing an insight into the challenges that might act as a threat or opportunities to the marketing of goods and services in a highly volatile environment such as Nigeria.


1.4 Significance Of Study

This study on the effectiveness of photography as a communication tool in advertising when completed will be useful to both the advertiser, their agent (Advertising Agency) and the consumer (buyers).

The advertisers will learn from the findings of this study, how a careful blend of pictures (illustrations and image) and words (written or spoken) can increase audience awareness of a product.

The Advertising Agency, on the other hand will also benefit form this study, it will help enhance the quality of adverts, through careful selection of images and words that will elicit audience interest and patronage.

Finally, the consumers will benefit from this study through the availability of persuasive adverts on products that satisfy their physical and emotional needs.


1.5 Research Questions

This study is designed to offer answers to the following questions.

  1. Do people know about the existence of goods and services through advertising?
  2. Are most advertisement accompanies with photography or illustrations?
  3. How effective can a photography be in the advertisement of new and existing products?
  4. What influences the use of photography advertisements?
  5. What can strategic placed illustrations do to a product, and in which medium do we prefer advertisement?

1.6 Hypothesis

  • HO1: The effectiveness of photography as a communication tool do not guarantee a good advertisement.
  • HO2: The use of photography is insignificant to advertising message acceptance.

1.7 Scope And Limitation Of Study

This study is designed to determine the effectiveness of photography as a communication tool in advertising. It seeks to ascertain the impact of photography on advertising and how ‘it influences buying behavior of consumers.
The study will be limited to television advertisement.

It was intended to cover the whole of Nigeria but for the purpose of convenience and time, The research decides to limit the Evan Enwerem University, Owerri.
The idea behind the delineation is to avoid embracing on an unmanageable task.


1.8 Definition Of Terms

Conceptual Definition:

According to the website’s definition of the English Language-

Advertising:

The attracting of public attention to a
product, service especially by means of paid announcements, broadcasts or printed materials.

Competition:

The act of competing mutual contest or striving for the same object.

Photography:

This is the act or process of obtaining
accurate representation of objects by means of chemical action of light or other kinds of radiant energy on specially treated surfaces.

Marketing:

This is trading in a market, buying or selling or the entire process of storing, shipping, advertising and selling which promotes and actualizes a sales transaction.

The Operationalized Framework Of The Study
Advertising:

Is a system of creating awareness of the existence of goods and services through the combination of pictures and works.

Competition:

In this context is the use of detailed and planned advertising strategy to sell goods and services.

Photography:

Is the use of pictures and illustrations in advertising to sell goods and services to the consumers.


Chapter Five


Summary, Conclusion And Recommendation

5.1 Summary

The purpose of this study is to assess the effectiveness of photography as a communication tool in advertising.
According to Ohaja (2003:94) “in popular view, mass communication particularly advertising experts tremendously influence over human taste”. The abilities of newspapers, magazines, television, radio, film and a host of new communication technologies to mold the public mind and significantly influence their pattern of consumption is widely ascribed powers.

In this view, the research discovered that majority of consumers prefer buying goods that are well packaged. The packaging here involves well structured graphic designs that involves photographs and illustration of written materials to help the consumer on how to apply and use a particular product.

The research findings portrays that consumer see photography as significant to advertising of goods and services.
Finally, judging from the result obtained from the research work, it is believed that pictures gives real life image of a product, when used in advertising have an effect on the consumer perception to a particular product the effectiveness of photography as a communication tool in advertising has a positive influence on consumers, because pictures attracts attention and retain interest, thereby competing the potential buyer to buy a product.


5.2 Conclusion

The essence of this sub-theme is to clearly explain that the study succeeded in analyzing the effectiveness of photography as a communication tool in advertising from the findings, the use of photography in advertising creates a positive impact on the consumers, thereby increasing sales and profit of a business venture.

This was observed during the research process via data analyzed from 295 respondents out of the 300 questionnaires issued to respondents through simple and purposive random sampling technique.
According to Osunbiyi (2004:110 “Advertising at best is perceived as influence working amid other influences in a total situation”.

However, not satisfied with various findings of early research on mass media effects. Berelson in 1948 came to the conclusion that “some kind of communication on some kind of issues brought to the attention of some kind of people, under effectiveness of photography as a communication tool in advertising given the research findings, in as much as the use of pictures in advertising speaks more than written materials. Manufacturers should not depend solely on graphic design to market their products while, relegating quality to the background.

Finally, the unique selling product of every product should be the satisfaction that consumers derive from using the product, not the amount of photographs used, graphic designs should be used to compliment quality and product effectiveness.


5.3 Recommendations

In view of the findings of this research, the following recommendations are made:

  1. Advertisers should study the type of consumers open for theft product, before structuring an advertising campaign on the product.
  2. In analyzing the consumer, the advertisers should critically study their products/services in order to relate the intentions with the resultant behavioral needs and expectations of the target prospects (consumers) having been observed that consumers are either impressionistic or significantly impressionable.
  3. Finally, advertisers before advertising theft products should be mindful of the type of pictures they use, so as to create the desired impact on the consumer, which will lead to profitability and increased productivity.

Get Complete Project Material

5,000 5000

The Complete Material Will Be Sent to You in Just 2 Steps

Quick & Simple…


Step One Purchase

Make Payment (Through Transfer) of ₦5,000 to the Account Below

Zenith BankAcc No: 1225513212
Samphina Academy
Current Account

Or CLICK HERE To Pay With Debit Card


FOR STUDENTS OUTSIDE NIGERIA
CLICK HERE To Purchase Material ($15)
FOR GHANIAN STUDENTS
Make Payment of 120 GHS to 0553978005 | Douglas Cloud Osabutey | MTN MoMo

Step Two Purchase

Send the Following Details on WhatsApp ( 08143831497) After Payment

  1. Payment Details

  2. TOPIC: The Effectiveness Of Photography As A Communication Tool In Advertising

The Complete Material Will Be Sent To You On WhatsApp After Receiving Your Details
T & C Apply


  Contact Our Help Desk


Need a Different Topic? Perform a Quick Search



List of Related Works

Click on Any Topic to Preview the Content

samphina.academy

Samphina Academy

Samphina Academy is an Online Educational Resource Center that is aimed at providing students with quality information and materials to aid them in succeeding in their academic pursuit.