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.

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