1.1 Background to the Study
It will be safe to say that advertising has become an integral part of our life and society such that we cannot imagine any event, newspaper, magazine, TV serial, Cinema, etc. without advertising. Due to the powerful influence of advertising, companies spend lots of capital on the advertisement to stimulate sales and influence consumer’s buying behavior. The term advertising is derived from the original Latin word ‘advertere’ which means ‘to turn’ the attention. Every piece of advertising turns the attention of the readers, listeners, the viewers or the onlookers towards a product or a service or an idea. According to Dilogini and Shivany (2015), advertising is a form of communication intended to promote the sale of a product or service.
Sambe (2013) defined Advertising as a non- personal communication of information paid for and usually identified with the sponsor through the various media.
The strength of television advertisement is attributed to its high reach, ability to demonstrate, high impact medium and prestigiousness. As a result, television advertisement attracts its viewers with images and graphics.
According to Bryman and Bell (2011), television advertising is the most influential media even when there is no acting of purchase, the product still remains in our consciousness. Similarly, television advertisement impacts attitude, values, customs, norms, ethnicity, culture, religion and some other behaviors. According to Belk and Pollay (1985) and Kumaran (1987) cited in Dilogini and Shivany (2015), sometimes television advertisements may change our lifestyle; especially females.
Advertising has mandate to sell the advertiser’s goods and help the consumers to shop ‘wisely’ (Okoro, 1995:42). Advertising is important because it influences audiences by informing or reminding them of the existence of a brand or alternatively by persuading or helping consumers differentiate a product from others in the market (Fill, 2006:486).
Advertising through all media influences audiences (Latif & Abideen, 2011:156), but more particularly, the use of advertising claims seem to have become one major antic through which manufacturers of products facilitate the desired effects of ads on consumers. Through these claims, advertisers portray their products in the most favorable way possible. In some cases, they may stretch the boundaries to make a more persuasive claims or make statements so that consumers associate certain ideas and emotions with their product.
Television advertising can play a role in what a consumer buys and how a consumer behaves towards a product. This is because advertising not only provides information about a product but makes brand choices easier by providing facts on the distinguishing attributes of the brands advertised.