1.0 Introduction
1.1 Background Statement
The use of photograph for adverts, which is very important, is a means of communication or passing across message to the public about a particular product for the purpose of sales and promotion. Therefore, the researcher has chosen this topic to bring to light those roles or function photograph plays in advert cannot be overlooked by the advertisers. To make them see why they must imbibe by it and how to go about using photograph in advertising their product. Some advertisers preferred using text only without illustration either photographs or hand made, forgetting that a picture is worth a thousand words, as the Chinese philosopher says. For this purpose, the researcher treats the effective ways of using photograph.
As earlier mentioned, the advert predominantly has the written information which is the message and it has ‘shown” information this is the picture content. Picture is very important in very advert because they aid credibility and other aesthetic value to the advert and most importantly to the text message. In other words, pictures and text message compliment each other. It is almost impossible to imagine what the world look like if photographic process were suddenly taken from us. It is involved directly or indirectly in almost everything, we do. Photography which through photographic camera is a medium completely familiar to today's youth and they have accepted it as either their own. Everyone is interested in photographic images. Still or movies in black and white or in colour, light or contrived, fantastic or documentary, beautiful or brutal and everyone seems to have at least, one camera. Photography is the language of today; it is the best known medium for adverts.
1.2 Statement of Problem
Subsequently on the fact that language of today is a picture (photograph) the advertisers most especially in Nigeria do not seem to identify with the current trend. While some that seemed to be identifying with the current trend, majority of them made use of handmade illustration that cannot be compared with a real picture. Based on this research I decided to make the advertisers to know the role photograph plays in helping to promote their products and gain the attention of the buyers. The researcher also observed that those that chose to advertise with photograph, their works are being given to non-professionals. Hence the work are not professionally handled by so doing the purpose of the advert is not fully fulfilled because some of this non professional made use of picture that does not fit n with the text message.
1.3 Aim / Purpose of Study
The aim or purpose of this research is to examine the Influence of Photographic Images in Advert Design.
1.4 Objective of Study
This research work is initiated to correct the wrong insinuation of neglecting the use of photograph for adverts by going for hand-made illustration, which is somehow archaic in nature. We are in a computer age where everything is being done in a computerized way.
Also to discourage the advertisers from giving their adverts to non- professionals and make them see the reasons why a professional should handle their adverts. Equally to correct the abusive use photography in advertising a product.
1.5 Significance of Study
This research work is designed to give adequate knowledge to the graphics artist on how to make best use to photograph in advertising a product for sales and promotion.
This study on the Influence of Photographic Images in Advert Design when completed will be useful to both the advertiser, their agent (Advertising Agency) and the consumer (buyers).
1.6 Scope of Study
The scope of this research is focused on the Influence of Photographic Images in Advert Design. For the purpose of proper accomplishment of this project, I decided to limit my research with photograph being under execution by snapping photographs for promotion of a newly introduced product to the market on poster.
1.7 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
1.8 Definition of Terms
Advertising:
The attracting of public attention to a product, service especially by means of paid announcements, broadcasts or printed materials.
Competition:
It is the act of competing mutual contest or striving for the same object.
Photography:
This is the act or process of obtaining accurate representation of objects by means of chemical action of light or other kinds of radiant energy on specially treated surfaces.
Marketing:
This is trading in a market, buying or selling or the entire process of storing, shipping, advertising and selling which promotes and actualizes a sales transaction.
Competition:
In this context is the use of detailed and planned advertising strategy to sell goods and services.
Photography:
It is the use of pictures and illustrations in advertising to sell goods and services to the consumers.
