Influence of Television Advertising on the Dress Code of Uyo Resident

Influence of Television Advertising on the Dress Code of Uyo Resident

CHAPTER ONE

INTRODUCTION

• Background of the Study

Since replacing radio as the most popular mass media in the 1950s, television has played such an integral role in modern life that, for some, it is difficult to imagine being without it. Both reflecting and shaping cultural values, television has at times been criticized for its alleged negative influences on children and young people and at other times lauded for its ability to create a common experience for its viewers. Major world events such as the assassination of John F. Kennedy and Martin Luther King and the Vietnam War in the 1960s, the challenger shuttle explosion in 1986, the 2001 interiorist attacks on the World Trade Center, and the impact and aftermath of Hurricane Katrina in 2005 have all palyed out on television, uniting millions of people in shared tragedy and hope. Today, as internet technology and satellite broadcasting change the way people watch television, the medium continues to evolve, solidifying its position as one of the most important inventions of the 20^th century.

Television Advertising is the sending of promotional messages or media content to one or more potential program viewers. The viewers are influenced by the messages which results in various actions that benefit the advertiser. Advertisers pay media companies such as broadcasters to send their promotional messages. Advertising influences nearly 90 percent of consumer decisions to purchase goods and services. Among the advantages of advertising with television is the opportunity to reach mass audiences with a single advertisement spot. Watching Tv is the nation’s most common leisure activity. Studies have shown that 60 percent of consumers are likely to make a purchase after viewing an advertisement on Tv compared to only slightly over 40 percent for viewing advertisement online or over social media.

In contrast, radio audiences tend to be more segmented and smaller because of the larger number of local stations compared with television. The widespread appeal of Tv may make consumers more receptive to Tv advertising compared with other media. Many audiences are interested in and attractive to creative, well made Tv advertisements. Advertisers can target their audience by purchasing advertisement spots during shows their intended demographic is likely to be watching. Although Tv advertisements are most costly to produce than other advertisements and commercial air time can be expensive, promotional material on television is the most influential because consumers trust it above other mediums. It has the advantage of sophistication ahead of any other medium because it combines both visual and auditory stimulation. Interesting camera angles, and the combination of pictures and words is not only more exciting, but gives a more realistic view of a product than a single static photograph. Television advertising has the ability to show a product, demonstrate its use and explain the benefits of ownership or consumption. Television, one of the major mediums of the media world, gives us the “gossip on who is wearing what and what is fashionable for the season”. Television shows like entertainment tonight, the national inquirer Tv, and fashion Tv are few of the shows that gives us information on new trends for all different types of people and in all different countries.

Television commercials give us the backbone we need to fall into all the schemes for selling. Designers such as Calvin Klein, Levi’s and many others try to catch over eyes with their cool and crazy commercials. Television influences the way we shop. It accents to each and every one of our wardrobes with telling us what is hot and what is not. Teenagers, especially, give a lot of their attention to the Tv commercials. The commercials try to target the younger generation, also because they are easily influenced by Tv. No other media allows you to reach as many people with a single advertisement. Tv advertising is incredible at reaching large audiences with frequency, quickly. Tv advertisement can reach as many as 70% of the population in a single day, Tv makes up for over 90% of all video advertisement engagement. While mobile devices and pe use are becoming more common, they are still not quite as ubiquitous as the Tv. In Akwa Ibom especially Uyo, many families have more than one Tv in the house. One of the greatest strengths that Tv benefits from, is the opportunity to scale your marketing and reach potentially huge audiences, fast and with frequency.

In the older days, the concept of advertising might not have been as an important tool for the marketing of product. Our ancestors simply engaged in trade and barter, or went hunting for the things they need. But today, we are constantly confronted with countless of goods and services, desire and all sorts of aggressive persuasive means to buy them. Advertising is only one of the many elements in a successful marketing effort. Perception is one of the psychological process by which we get to know and deal with people select, organize and interpret sensory stimuli into meaningful picture of an objective situation which decisions are made. Cognition is the term given to the mental process that enable mankind gives meaning to the environment and experience cognitively perception is the process by which the organism takes an information from the environment through the sensory organs and by differentiating and fitting the information to individual needs and experiences, which gives meaning to stimuli perceived.

• Statement of Problem

The television being a basic means of advertising through movies, presenters, and celebrities indirectly influence the viewer’s choice of dress code. The researcher have observed that there is a mixture of dressing among Uyo residents but this research tends to find out if the Tv in any way influence the dress code of Uyo residence or how has the Tv contributed in influencing the dress code of Uyo residents.

• Objectives of the Study

Objectives of the study were to:

1. examine the level of television usage among Uyo residents of various age groups.
2. examine the influence of television advertising on the dress code of Uyo residents of various age groups.
3. examine the influence of other media on the dress code of Uyo residents of various age groups.
4. examine the level of television media influence on the moral and cultural behaviour of Uyo residents of various age groups.

• Research Questions

1. What is the level of television usage among Uyo residents of various age groups?
2. What is the influence of television advertising on the dress code of Uyo residents of various age groups?
3. What is the influence of other media on the dress code of Uyo residents of various age groups?
4. What is the level of television influence on the moral and cultural behaviour of Uyo residents of various age groups?

• Research Hypotheses

1. There is no significant relationship between television usage and the Uyo residents of various age groups.
2. There is no significant influence of television advertising on the dress code of Uyo residents of various age groups?
3. There is no significant influence of other media on the dress code of Uyo residents of various age groups?
4. There is no significant level of television influence on the moral and cultural behaviour of Uyo residents of various age groups.

• Significance of the Study

1. This study will enlighten people on the uniqueness of advertising with television.
2. It reveals the negative and positive influence of television advertising.
3. This study will examine television influence on the moral and culture of Uyo residents.
4. It will reveal the level of usage of television among Uyo residents.

• Delimitation of the Study

This study is limited to television as a medium of advertisement and orally considers other media as relatives. The area of study is limited to Uyo residents.

• Definition of Terms

Television: An electronic system of sending images and sounds by a wire or through space.

Advertisement: Something that is shown or presented to the public to help sell a product or make an announcement.

Resident: Living in a particular place usually for a long period of time.

Influence: The power to change or affect someone or something