CHAPTER ONE
INTRODUCTION
1.1. BACKGROUND OF THE STUDY
The use of billboard in advertising has become part of the political culture of most democracies and Nigeria as a democratic nation is not left out. Billboard usage has been in existence for some decades now. “Before the arrival of automobiles, primitive models of billboards were occasionally employed to inform people travelling on foot, horseback that an inn can be found ahead within a particular distance (Ezegwu and Nwankwo, 2013). The outdoor advertising medium came into existence in 3200 BC as a means of communication by the Egyptians (Bidemi, 1999). Bovee and Arens (1994) posit that “outdoor advertising is the oldest form of advertisement and a medium with high impact rate. It attracts attention to itself through location, colour and boldness of its copy”. Billboards advertising relates to the usage of signs along the roadways for the purpose of advertising and promoting a range of products and services. Billboards advertisement is designed to catch a person’s attention and create a memorable impression very quickly. They have to be readable in a very short time because they are usually read while passing at high speeds. Thus, there are usually only few words, in large print and arresting images in brilliant colour. If strategically placed, a motorist or pedestrian can absorb an important message in a twinkle of an eye. It goes a long way to persuade the masses into voting for a particular candidate during electioneering campaign. It is not surprising while many politicians employed the billboard during the 2015 general elections in Nigeria. In fact, it has become a common trend in contemporary Nigerian society for people, marketers/advertisers and politicians to use billboards in showcasing one thing or the other. Thus, this study examines the impact of billboard campaigns on the electorate voting behavior in 2015 general elections in Osun state.
1.2. STATEMENT OF THE PROBLEM
Billboards have become veritable tools for political campaigns. During the presidential election in Nigeria, political parties, political candidates, and other individuals made use of billboards to sell their parties and the candidates on their platforms. In some parts of Nigeria and Osun state most of the political parties and their candidates erected billboards at the various parts of the state. They were designed to win public’s attention to different campaigners’ messages.
1.3. AIMS AND OBJECTIVES OF THE STUDY
The major objective of this study is to examine the impact of billboard campaigns on the electorate voting behavior in 2015 general elections in Nigeria. Other objectives of the study include;
1. To examine rate of billboard campaigns in the 2015 general elections.
2. To assess other benefits of billboard campaigns in Nigerian general objectives.
3. To examine the relationship between billboard campaigns and electorate behavior in 2015 general elections.
4. To assess the impact of billboard advertising on the electorate.
1.4. RESEARCH QUESTIONS
1. What is the rate of billboard campaigns in the 2015 general elections?
2. What are the other benefits of billboard campaigns in Nigerian general objectives?
3. What is the relationship between billboard campaigns and electorate behavior in 2015 general elections?
4. What is the impact of billboard advertising on the electorate?
1.5. RESEARCH HYPOTHESIS
H0: There is no impact of billboard campaigns on the electorate voting behavior in the 2015 general elections.
H1: There is a significant impact of billboard campaigns on the electorate voting behavior in the 2015 general elections.
1.6. SIGNIFICANCE OF THE STUDY
The study would be of immense importance towards the development and consolidation of democracy in Nigeria as it unveils the impact of billboard campaigns and advertising on electorate voting beahviour in Nigeria. The study would also benefit students, researchers and scholars who are interested in developing further studies on the subject matter.
1.7. SCOPE AND LIMITATION OF THE STUDY
This study is restricted to the impact of billboard campaigns on the electorate voting behavior in the 2015 general elections using osun state as a case study.
1.8. LIMITATION OF THE STUDY
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)
Time constraint: The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.
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