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

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.

TITLE PAGE                                II    
APPROVAL PAGE                            III
DEDICATION                                IV
ACKNOWLEDGEMENT                        V
ABSTRACT                                VI
TABLE OF CONTENT                            IX
LIST OF TABLES                                XII   

CHAPTER ONE    
1.1    INTRODUCTION                            1
1.2    PROBLEM STATEMENT                    4
1.3    OBJECTIVE OF  THE STUDY                5
1.4    RESEARCH QUESTIONS                    7
1.5    FORMULATION  OF THE HYPOTHESES            6
1.6    SIGNIFICANCE OF THE STUDY                7
1.7    LIMITATION OF STUDY                    8
1.8    SCOPE OF THE STUDY                    9
1.9    DEFINITIONS  OF TERMS                    9
1.10    REFERENCE                           

CHAPTER TWO
REVIEW  OF RELATED LITERATURE                13
2.1    CONCEPT OF ADVERTISING IN NIGERIA        13
2.2    BRIEF HISTORY  OF ADVERTISING AGENCIES IN NIGERIA                     15
2.3    MODELS, MODELING AND MODELING  AGENCY IN NIGERIA         17
2.4    MODELING AS AID TO EFFECTIVE ADVERTISING    22
2.5    ADVERTISING AND MARKETING PSYCHOLOGY    23
2.6    CIGARETTE ADVERTISEMEN IN ELECTRONIC MEDIA                     30
2.7    REFERENCE                            33

CHAPTER THREE
METHODOLOGY                            36
3.1    RESEARCH DESIGN                        36
3.2    RESEARCH METHOD                        36        
3.3    DETERMINATION  OF SAMPLE SIZED            37
3.4    DATA ANALYSIS                        38
3.5    EXPECTED RESULT                        39

CHAPTER FOUR
ANALYSIS, PRESENTATION AND INTERPRETATION OF  DATA
4.1    PRESENTATION AND ANALYSIS  OF DATA        40
4.2    ANALYSIS AND INTERPRETATION OF DATA    50

CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1    SUMMARY OF FINDINGS                    60
5.2    CONCLUSION                            63
5.3    RECOMMENDATIONS                        65
BIBLIOGRAPHY                            79
APPENDIXES                            85   
QUESTIONNIAR                       86
 
LIST OF TABLES
1.    Advertising Agency Organization
2.    Rates approved for Artistes /models by APN member Agencies
3.    Hierarchy of effect model.
4.    Consumer questionnaire distribution
5.    Management Questionnaire Distribution
6.    Age classification of consumer Respondents.
7.    Education Status.
8.    Sex classification
9.    Media commonly carrying models cigarette Advertisements
10.    Influence of model to increase buying Habit  
11.    Agencies Questionnaire Distribution
12.    The Effectiveness of model in Advertising
13.    Factors Responsible for the Effectiveness
14.    The media selection for model used in Advertising
15.    Questionnaire survey table.
16.    The Age groups  of consumers that considered Advertising as Ethical.