CRITICAL ASSESSMENT AND REDESIGN OF THE BRITISH AMERICAN TOBACCO POSTER DESIGNS IN NIGERIA


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TABLE OF CONTENTS

CHAPTER ONE
1.0       Introduction
1.1       Background of the Study
1.2       Statement of the Study
1.3       Objectives of the Study
1.4       Research Questions
1.5       Significance of the Study
1.6       Justification of the Study
1.7       Scope and Delimitation of the Study
1.8       Limitation

CHAPTER TWO
LITERATURE REVIEW
2.0       Introduction
2.1       Graphic Communication
2.2       Brief History of the British American Tobacco Company
2.3       Poster Advertisement
2.3.1    Tobacco Advertisement
2.4       International Advertising
2.4.1    Cultural in Advertising
2.4.2    Effect of Product Symbolism in Advertising
2.4.3    Metaphors
2.4.4    Nigeria Flag
2.4.5    BAT Corporate Colour
2.4.6    BAT Logo
2.4.6.1 Framework of Message Delivery of BAT Posters
2.5       Communication Process
2.5.1    Visual Literacy
2.5.2    Effect of Visual Perception
2.5.3    Visual Culture
2.6       Communication Elements
2.6.1   Conceptual Frame work of the Study
2.6.2    Line Communication
2.6.3    Shape Communication
2.6.4    Colour Communication
2.6.4.1 Hue
2.6.5   Texture Communication
2.6.6    Creativity
2.6.7    Graphic Norms
2.6.7.1  Misleading Textual Headlines
2.6.7.2 Behind Product Symbolism
2.6.7.3  Absence of Striking Colour
2.6.7.4 Profusion Background
2.6.7.5  Federal Government Warning on Tobacco Intake
2.6.7.6  Basic Graphic Laws at a Glance
2.7Previous Studies on the Subject Matter
2.8Affordance of BAT Poster Designs
Summary

CHAPTER THREE
METHODOLOGY
3.0       Introduction
3.1       Research Design
3.2       Population of the Study
3.3       Validity and Reliability of the Study
3.4       Sampling Technique
3.5       Questionnaire, /Interview
3.6       Sample Size
3.7       Interview Guide
3.8       Method of Data Analysis and Presentation

CHAPTER FOUR
Data Analysis and Discussion of Findings
4.0       Introduction
4.1       Analysis of Data
4.2       Discussion of the Findings

CHAPTER FIVE
Summary, Conclusion and Recommendation
5.0       Introduction
5.1       Summary of the Major Findings of the Study
5.2       Conclusion
5.3       Recommendations
References



ABSRACT

An Assessment and Redesign of the British American Tobacco Poster Designs in Nigeria: The British America Tobacco (BAT) is an international company that operates domestically in Nigeria but whose advertising posters seem to differ in content from the conventional advertisement that consumers are used to or familiar with and which to large extent, negate graphic communication practices. The posters under survey which hitherto fall within the ambit of three years (2009-2012) have their visual contents codified to make the messages incomprehensible. The research therefore set out to investigate the contentious unconventional style of BAT posters to find out whether the average consumer to whom the advertisements are directed, understands the message delivery. Data were collected based on purposive and cluster sampling technique with the respondents drawn from the general public. Questionnaire and interview methods of collecting data were employed using Hopkins

(1980) statistical table and Adogbo‟s (2009) statistical formula to summarise the result. Quantitative and qualitative descriptive analyses were adopted to explain the findings and to draw up conclusions. The findings from the respondents prompted the redesign of the sampled BAT advertising posters based on their observation wherein, the identified problems were eliminated to improve the visual quality of the message delivery. The redesigned posters were subjected to a survey. Findings showed that, there was no difference between the message delivery and the consumers understanding of the message of the redesigned BAT posters. This implies that, the message deliveries were presented comprehensibly to be understood without necessarily having to temper with the graphic norms. Conclusively, it was established that, illustration that negates graphic communication norms tends to be misleading and deceptive.




CHAPTER ONE

1.0                INTRODUCTION

Advertising theories propounded by experts in the field of graphic design and advertising have in many ways unified the presentation of the visual content of product advertisement (advert). For example, Hanno‟s theory of visual communication laid emphasis on product display against text. The researcher on the other hand, observed that there is something unconventional about British America Tobacco (BAT) poster designs which negates to a very large extent Hanno‟s theory. The study therefore investigated the adoption of unconventional approach in advertising BAT products, with a view to finding out how effective these adverts were and how the target audience were able to decode their messages.


1.1              Background of the Study

Since British America Tobacco (BAT) posters are not so conventional in content, there is need to study the posters with a view to providing alternative approaches on how to advertise. BAT Nigeria Limited is an international company that operates in many countries, Nigeria inclusive. Its medium of market campaign is by text with pictures on posters. Thomas Hariot, an executive member of the company personalises this claim by saying, “We were „born international, and have developed over a century‟s expertise in operating locally in diverse cultures around the world and we have attracted and retained trainees who look forward to a challenging and rewarding career”. We follow the rules and regulation of advertising agencies by applying dos and don‟ts in our poster to make it attractive, memorable and understandable. It is however observed that, the visual contents of this poster designs under investigation are characterised by metaphoric text-headlines, absence of product symbolism, and dominance by Nigerian cultural values and conventions. According to Jeremijenco (2011) the behind product symbolism is a hi-tech system by which BAT‟s advertisements are......


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