EDUPEDIA247

CHAPTERONE INTRODUCTION 1.1        Introduction Since Nigeria’s independence in 1960, many unprecedented political and economic changes have shaped the country. These changes have in one way or the other affected the development and growth of the economy either favourably or adversely. The Nigerian economy itself has gone through ups and downs. However, the history of the gloomy days seem to outweigh the history of the rainy days for the economy in the long run. According to the African Development Bank (ADB) Group (Asogwa, Etim, Etukafia, Akpanuko, and Ntiedo, 2017), Nigeria has had sluggish economic growth since the end of 2015 with the rate dropping to an estimated 3% in December 2015, leading the government to adopt expansionary budgetary system in 2016 with the aim of stimulating the economy. This sluggish growth is mainly attributed to a slowdown in economic activities which has been adversely impacted by inadequate supply of foreign exchange (Asogwa, Etim, Etukafia, Akpanuko, a

CHAPTER ONE 1.1    Introduction Telecommunications service providers in Nigeria have developed a way of reaching out to their customers and potential subscribers with information about their services and product. This method of reaching out is through advertising, using the conventional media of radio, television, newspapers and outdoor advertisement. The use of television to pass across information about telecommunications service providers and their products however proves to be very potent due to its ability to project both audio and visuals and its rich usage of various graphic element that could enable the advertising message to create a reasonable appeal and to achieve the advertising objectives.This current study is geared towards the assessment of the influence of graphics on television adverting message appeal of MTN on Lagos State residents. Hence, this chapter gives a background to the study, outlining the statement of problem,research questions and objectives, signific