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The Role Of Advertising In Promoting A Product
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CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of the study
Chapter one of this study bordered on the background to the study, which introduced some of the concepts like language, language of advertising in newspaper and readers perception which was later discussed in the chapter two. This chapter contained the research questions, objectives, significance of the study, scope of the study and definition of terms.
Chapter two dealt with the comprehensive review of relevant literatures and concepts which are; readers perception, advertising, language of advertising among others. The theoretical framework for this study which is the perception theory was also discussed in this chapter.
Chapter three focused on the methodology aspect of the study. This involves the research design and method, study population, sample technique, sample size, data collection instrument, data analysis and the validation of the data collection instrument.
Chapter four covered the data analysis, presentation and interpretation and analysis of the gathered data. 358 copies of questionnaires were retrieved from the 368 questionnaires issued. The data was quantitatively analysed. It involved the analysis of demographic data of respondents and various other distributions. The chapter also covered the discussion of findings from the analysed data.
Chapter five encompasses the summary of the study, the summary of the findings made in the research, the limitations of the study, the conclusion, the recommendation and the recommendation for further studies.
Summary of Findings
The major findings of this study were summarized:
1) Vanguard newspaper is frequently read by KWASU undergraduates
2) The language of advertisement of Vanguard newspaper is attractive, and it influences readers’ attraction towards Vanguard newspaper.
3) The language of advertisement of Vanguard newspaper is positive.
4) Readers react negatively to sensual adverts.
5) Readers take a mental picture of an advertised product as a way of reacting to advertisements.
5.2 Conclusion
The language of advertisement in a national daily like Vanguard newspaper is in conformity with the contemporary language of advertising in magazines and other media.
Some adverts are perceived by readers as bullish, sensual and misrepresentative while other readers could perceive it as creative and entertaining and in conformity with the standing norms of the society.
It was found that Kwara State University undergraduates generically perceive sensual adverts as negative.
5.3 Recommendations
The study recommended that;
1. Having identified that Vanguard newspaper has a high readership, the number of copies available for readership in the library should be increased so as to maintain the reading frequency, and also increase the number of readers.
2. Being that the language of advertisement of Vanguard newspaper is positive, it should not be changed so as to maintain the attraction of its readers towards it.
3. Also, as it is known that readers are aversive to sensual advertisement, sensual advertisements in Vanguard newspaper should be limited so as not offend the morals of some of it readers, as sensual adverts is the most abhorred type of advert.
4. Furthermore, creative and colourful adverts should be highly entertained and encouraged, as it would aid the readers in remembering the adverts that they read in Vanguard newspaper.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACT IS COMING SOON ... Continue reading---
QUESTIONNAIRE - [ Total Page(s): 2 ]APPENDIXQUESTIONNAIRE Department of Mass Communication, College of I.C.T, Kwara State UniversityMalete, P.M.B 1530 March 2017. Dear Respondent,REQUEST FOR COMPLETION OF QUESTIONNAIREI am a final year undergraduate student of the Department of Mass Communication, Kwara State University, Malete. I am cond ... Continue reading---
CHAPTER ONE - [ Total Page(s): 2 ]CHAPTER ONEINTRODUCTION1.1 BACKGROUND TO THE STUDYAdvertising is an effective communicative discourse. It has the sole aim of persuading the readers to gain their trust of the reality of the promoted product (Al-Siyami, 2013). In last decades, the market glut of advertising caused the increased intention and interest in linguistic aspect of advertising. Advertising unifies language, pictures, music; it contains information, invokes emotions and imaginations, it can capture all five senses and, b ... Continue reading---
BIBLIOGRAPHY - [ Total Page(s): 1 ]BIBLIOGRAPHYAl-Siyami, A. W. (2013). Intertextuality in Newspaper Advertising. Journal of Modern Languages. (23), pp41-56.Bansal, M. and Gupta, S. (2014). Impact of Newspaper Advertisement on Consumer Behavior. Global Journal of Finance and Management. 6 (7) 669-674. Bloor, M, & Bloor, T. (2007). The practice of critical discourse analysis: An introduction. London: Hodder Education.Braithwaite, C and Webb, A. (n.d).Successful Newspaper Advertising.International Center for ... Continue reading---
CHAPTER TWO - [ Total Page(s): 3 ]FEATURES OF ADVERTISINGKannan and Tyagi (2013) identified some features of advertising which are;I. Paid form: Advertising is always a paid form of communication and hence commercial in nature. Thus, advertising can clarify to be distinguished from publicity which is not paid for by the sponsor. II. Non-personal presentation: Advertising is a non-personal presentation. Whatever the form of presentation, advertising is always directed to a mass audience rather than to any individual. ... Continue reading---
CHAPTER THREE - [ Total Page(s): 1 ]CHAPTER THREEMETHODOLOGY3.1 INTRODUCTIONThis chapter deal with methodology of the study. It covered the research design, method, population of the study, sampling technique, sample size, data collection instrument and the data analysis.3.2 RESEARCH DESIGNThe research design that was used for this study was the quantitative research. This method entails data gathering in a numerical format. The method that was used is the cross-sectional survey. With this design, data gathering it was conducted a ... Continue reading---
CHAPTER FOUR - [ Total Page(s): 5 ]Table 1 indicates that; Majority (51%) of the respondents are male; More than half (52%) of the respondents fall within the age bracket 21-24 years; bulk (38%) of the respondents are in the department of Mass Communication; majority (45%) of the respondents are in 400 level and Majority (59%) are also in the regular undergraduate programme.Table 2 indicates that; majority of the respondents (32%) often read vanguard newspaperData in table 3 shows that majority of the respondents (27%) agreed t ... Continue reading---
