CHAPTER ONE
INTRODUCTION
Background of the Study
Communication is life and life is communication. Communication is ubiquitous, it is all around man. Man cannot do without communication in the society. It leads people from instinct to inspiration through various processes and system to enquiring command and control.
The words of Schramm Roberts (1992) states that when one studies communication, he is studying people in relationship with one another, their groups, influencing each other and being influenced, informing and being taught, entertaining and being entertained.
According to Kottler (1994), communication is a symbolic behavior that occurs between two or more participating individuals. It has the characteristics of being a process, it is transactional in nature and it is effective, it is purposive goal directed behavior that can have instrumental or consummatory end (Linus, 2015).
Mass communication, De Fleur in theory of Mass Communication defined it as a means by which a groups norms and values are expressed, social control is exerted, roles are allocated, coordination of effort about happenings around his environment as well as to help him make good and right decisions, think right and react positively or negatively towards a particular products. This helps him to determine what feelings to develop.
According to Chris Douhudge, (1996:p.24) advertising is a commercial catalyst stimulated a consumption conscious society and remaining itself unchanged. He further adds that, advertising is a driving force for speedy realization of objectives whether in private or public business.
The British institute of practitioners in Advertising (I.P.A) defined it as thus: advertising presents the most persuasive positive selling message to the right prospect for the product or service at the lowest possible cost, J. Frank (1998).
Billboard advertising is defined in the town and country planning (control of advertising) Regulations (1946) an any word, letter, model sign, placard, board, door notice, device or representation whether illuminate or not used for purpose of advertisement, announcement or direction. It includes any hoarding or similar structure used or adopt for the display of advertisement.
Learned and educated people alike tend to agree that it is customary for the largest billboard advertisements remain inner position for a period of time, usually thirteen weeks so that they enjoy both twenty four (24) hours exposure and long life.
This repition ideas for the name plugging or sloganising advertisement which seeks to familiarized the audience with a brand name salves point or pack design. The task of the poster is often simply but contentious one.