TREND IN THE USE OF HUMAN MODELS IN THE NIGERIA ADVERTISING INDUSTRY

ABSTRACT This research focused on Trends in the use of Human Model in the Nigeria Advertising Industry.   This study consists five chapters, the first chapter cover and  introduction of study.  The research problem, objectives of the study, formulation  of  hypotheses, the significance, the limitations and the scope of the study  was also tested in this  chapter. Chapter two described the theoretical framework and related literature review.  In chapter three, Research methodology was covered while chapter four dealt with  Analysis and presentation of Data Besides Hypothesis Testing.  The summary, conclusion and Recommendations  for further study were made in chapter five. The research is carried out through the method of survey research.  The empirical aspect of the work is carried out using information obtained from both sample of consumers  age groups and five advertising agencies in Enugu and Lagos they use model in advertising products or services. The core of this study is to analyse the effectiveness of using models in advertising and its ethical implications.  Based on these, three hypotheses were formulated. 1.H:Modeling is a very effective advertising  strategy in Nigeria  NH:Modeling is not an effective advertising strategy in Nigeria. 2.H:Models used in advertising is seen as ethical by Nigerians. NH:Models used in advertising is seen as unethical by Nigerians. 3.H:Models influence prospective buyers on the purchase of products. 4.Television and bill-boards are the best among the models. 5.Television is the best vehicle to use models  in advertising. Based on the above findings, some recommendations made are 1.Advertising agencies should incorporate modeling service on their organization so that such models used could be specifically, and efficiently trained for the specific product to suit the marketing objection   2.Greater emphasis should be made  on the use  of local models in advertising product especially cigarette. 3.Since modeling has been found to be effective as advertising strategy, efforts should be made to increase the rate paid to models in order to encourage people to go  into professional modeling schools  to train the young ones is  recommended. 4.It has been found that use of models in cigarette advert significantly affect consumers below twenty years, therefore, efforts should be made to restrict cigarette advert to such programmes which will not attract the ago  groups below twenty, since they are more influenced by the models used in cigarette advertisement.   TABLE OF CONTENT TITLE PAGEII APPROVAL PAGEIII DEDICATIONIV ACKNOWLEDGEMENTV ABSTRACTVI TABLE OF CONTENTIX LIST OF TABLESXII
CHAPTER ONE 1.1INTRODUCTION1 1.2PROBLEM STATEMENT4 1.3OBJECTIVE OF  THE STUDY5 1.4RESEARCH QUESTIONS7 1.5FORMULATION  OF THE HYPOTHESES6 1.6SIGNIFICANCE OF THE STUDY7 1.7LIMITATION OF STUDY8 1.8SCOPE OF THE STUDY9 1.9DEFINITIONS  OF TERMS9 1.10REFERENCE
CHAPTER TWO REVIEW  OF RELATED LITERATURE13 2.1CONCEPT OF ADVERTISING IN NIGERIA13 2.2BRIEF HISTORY  OF ADVERTISING  AGENCIES IN NIGERIA 15 2.3MODELS, MODELING AND MODELING  AGENCY IN NIGERIA17 2.4MODELING AS AID TO EFFECTIVE ADVERTISING22  2.5ADVERTISING AND MARKETING PSYCHOLOGY23 2.6CIGARETTE ADVERTISEMENT  IN ELECTRONIC MEDIA 30 2.7REFERENCE33
CHAPTER THREE METHODOLOGY36 3.1RESEARCH DESIGN36 3.2RESEARCH METHOD36 3.3DETERMINATION  OF SAMPLE SIZED37 3.4DATA ANALYSIS38 3.5EXPECTED RESULT39
CHAPTER FOUR ANALYSIS, PRESENTATION AND INTERPRETATION OF  DATA 4.1PRESENTATION AND ANALYSIS  OF DATA40 4.2ANALYSIS AND INTERPRETATION OF DATA50
CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATION 5.1SUMMARY OF FINDINGS60 5.2CONCLUSION63 5.3RECOMMENDATIONS65 BIBLIOGRAPHY67 APPENDIXES73