ABSTRACT; The study examined the impact of colour representation in newspaper advertisement using selected people in Osun state as a case study. Colour is one of the most powerful tools available to graphic communicators after picture and text. It is obvious that the use of different colours play a very prominent role in newspaper/magazine and the world of print in general particularly in showing product in the quality it made. The study is anchored on Source Credibility Theory. Findings show that colour helps to draw the attention of readers to some important part of the product, it add an aesthetic quality to advertising copy, it makes copy more readable and it is used in grouping different products features or functions. For the purpose of this work, the research employed the use of cross-sectional survey method alongside the use of the questionnaire to elicit data from the selected respondents who were 120 of which 100 copies were retrieved. Also, the collected data were analysed and interpreted using simple frequency and percentage. It was recommended that newspaper page planner and designer should learn better colour combination to add aesthetic value to the pages and products.
Keywords: Newspaper Advertisement
TABLE OF CONTENTS
Table of contents
CHAPTER ONE: INTRODUCTION
1.1 Background of study
1.2 Objectives of study
1.3 Research question
1.4 Significant of the study
1.5 Scope of the Study
1.6 Operational definition of Terms
2.0 Conceptual Review
2.1 Empirical Studies
2.2 Theoretical Framework
3.1 Research method
3.2 Research design
3.3 Research sample
3.4 Measuring instrument
3.5 Data collection
3.6 Data analysis
DATA ANALYSIS AND RESULT
4.1 Data analysis
4.2 Discussion of findings
SUMMARY, CONCLUSION AND RECOMMENDATION
1.1 Background to the Study
Newspaper advertisements are a crucial tool for businesses to communicate their products and services to potential customers. The use of colour in newspaper advertisements has a significant impact on their success. Colours can evoke emotions and influence consumer behaviour, making them a critical element in any advertisement. Hence, this study explores the impact of colour representation in newspaper advertisements.
One study by Bellizzi and Hite (2012) found that colour could increase brand recognition and recall. Participants in the study were shown advertisements with either color or black and white versions. They found that participants were more likely to remember the brand and message of the advertisement when presented in colour. This indicates that colour can enhance the advertisement’s effectiveness in communicating its message to potential customers.
Another study by Choi and Kim (2016) found that colour could influence consumer emotions and perceptions. They conducted an experiment where participants were shown advertisements in different colours and asked to rate their emotions and perceptions of the product. They found that warm colors like red, orange, and yellow were associated with positive emotions, while cool colors like blue and green were linked to negative emotions. This suggests that businesses need to carefully select colours that align with the desired emotions and perceptions they want to convey in their advertisement.
Moreover, a study by Schlosser et al. (2006) found that colour could also affect the perceived value of a product. Participants were asked to rate the perceived value of a product presented in different colours. They found that participants rated the product with warm colors as more valuable than the product with cool colors. This highlights the importance of colour selection in conveying the right value proposition to potential customers.
Furthermore, colour can also affect the readability and aesthetic appeal of an advertisement. A study by Tai and Chen (2011) found that colour could enhance the readability of an advertisement. Participants were asked to read advertisements in black and white and color versions. They found that participants read the advertisements in color versions faster and with higher comprehension rates. This suggests that businesses need to use colour carefully to improve the advertisement’s readability without making it overwhelming for the reader.
In conclusion, the impact of color representation in newspaper advertisements is significant. Colours can evoke emotions, influence consumer behaviour and perceptions, and affect the perceived value of a product. They can also enhance the readability and aesthetic appeal of an advertisement. Therefore, businesses need to carefully select colours that align with their brand identity, desired emotions, and perceptions they want to convey in their advertisement. When used effectively, colours can enhance the advertisement’s effectiveness in communicating its message to potential customers. Hence, the study investigated the impact of colour representation in newspaper advertising.
1.2 STATEMENT OF PROBLEM
The impact of color representation in newspaper advertising is an important issue to explore as it has been shown that color can play a significant role in the effectiveness of advertising. While there is considerable research on the use of color in advertising, there is limited research on the impact of color representation specifically in newspaper advertising. Therefore, the problem to be addressed is: what is the impact of color representation in newspaper advertising on consumer attention, recall, and purchase intention?. It is against this background that the study investigated the impact of colour representation in newspaper advertising.
1.3 OBJECTIVES OF THE STUDY
The main objective of this study is to investigate the impact of colour representation in newspaper advertising. The specific objectives are:
- To examine the extent to which product presented in colour advertisement influence consumers’ buying decision.
- To determine the extent to which colour advertisement draw attention more black and white advert.
- To investigate the extent does colour advertisement add to the aesthetic quality of newspaper.
1.4 RESEARCH QUESTIONS
- Does the beauty of a product presented in colour advertisement influence people’s buying decision?
- Does colour advertisement draw attention more black and white advert?
- Does colour advertisement add to the aesthetic quality of newspaper?
1.5 SCOPE OF THE STUDY
The study which investigated the impact of colour representation in newspaper advertising has been narrowed in scope to the people in Osun State. Hence, the geographical location of this study is Osun State ( three senatorial districts). The choice of the location is due to it proximity to the researcher, inadequate fund and other logistics. However, the demographic variables of the respondents were examined before the distribution of data collection instrument.
1.6 SIGNIFICANCE OF STUDY
- The study lies in many facts of human endeavour, especially in the advertisement world. Responsible for that is because virtually all products are given one form of advertising or the other.
- Colour representation gives the impact of healthy competition among advertisers. Virtually all products are exposed to the same readers through the same newspaper, however, of peculiar interest is that although those products may have the same quality they can come in different packages, designs and colours so that manufacturers of the same product devices the skill on personal colours, package and design.
- The recommendation is entangled to be meaningful to students and other research fellows who may wish to undertake study on this topic.
1.7 OPERATIONAL DEFINITIONS OF TERMS
Impact of Advertising: The power effect advertising have on the readers.
Colour Representation: Photographic reproduction of a product in full colour (in a newspaper advertisement).
Preference: The greater interest in or desire for something else.
Advert: To tell the public about a product or service in order to encourage people to buy or to use ie. To attract more readers.
“IMPACT OF COLOUR REPRESENTATION IN NEWSPAPER ADVERTISEMENT”
Format = MS Word, Price = ₦4000, Chapter = 1-5, Pages = 52, References = Yes, Questionnaire =Yes, Table of Contents = Yes and Abstract = Yes
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