Lies for Sale: Analysis of Credibility Narrative in Broadcast Media Advertisement

Nzekwe, George Nnamdi and Ndolo, Chukwuemeka (2015) Lies for Sale: Analysis of Credibility Narrative in Broadcast Media Advertisement. International Journal of Media, Security and Development, 3 (1). pp. 140-145. ISSN 2476-7794

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The competition for increased market share by various brands has led to a proliferation of advertisements on the airwaves of radio and television. However, a heavy dose of commercials does not necessarily guarantee a positive perception and acceptance of such messages by the audience; therefore it is imperative for advertisers to understand consumer needs and channel their messages towards satisfying these needs if a positive response is to be expected from the target audience. This study adopted survey research method to examine the audience perception of radio and television advertisement and its influence on purchasing habits. The data generated by distributing three hundred and eighty four copies of questionnaires were analyzed using tables and simple percentages. The findings indicate that radio and television commercials provided useful information, audiences do not believe the commercials are always true, and interpersonal interactions and other factors influenced purchase decisions more than radio and television advertisements. Based on these findings, the researcher concluded that radio and television advertisements are not taken as seriously as the advertiser intends and this is as a result of poor perception and mistrust of advertisement by the public.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Management and Social Sciences
Depositing User: mrs chioma hannah
Date Deposited: 13 Nov 2019 13:45
Last Modified: 13 Nov 2019 14:32

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