AN ANALYSIS OF PSYCHOLOGICAL APPEALS IN CHILDREN COMMERCIALS IN NIGERIA
Authors:
Anthony Iorver Igyuve PhD, Joshua Damilare Agbele, Frederick Oxford, K. S. Akpede (Phd)
Abstract:
Children commercials are strategic communication through which advertiser influence the attitude of children. Much of the discourses in the scientific sphere are works that focus on the effects of commercials on children as well as the general importance of advertising. This study focuses on the psychological appeals in children commercials in Nigeria. Using the Indomie Noodle brand as a case, this study investigates the psychological appeals contained in the Indomie advert and how these appeals influence children. Opinions of 186 children between the ages of 5-12 in Keffi local government of Nasarawa State were sampled and it was discovered that Drama, celebrity endorsement, music and humour are the prominent appeals embedded in the Indomie television commercial and the study concludes that these appeals collectively generate an amazing effect on children. The study recommends that the Indomie Noodle brand explores more appeals so as to further strengthen the market base of their brand. Also, it is suggested that competing should brands to revamp their brands and respective adverts, even as children should be educated on how to identify quality product and that advertisers ensure that the promised gratifications contained in adverts are met.Key Terms: Advertising, Children, Commercials, Indomie Noodles, Television.