ABSTRACT
Outdoor advertising messages are difficult to avoid
because it is placed strategically and use special appealing techniques
especially a digital billboard that slides products which reduce boredom while
it also used to reinforce the recall of brand names and pay offs. The research
examines the influence of outdoor advertising on its publics with a case study of
Ikeja City Mall in Lagos state. The
research is anchored on three theories: Uses
and Gratification Theory, Psychodynamic
theory and perception theory. U and G theory stated that audience is considered
active and not passive in determining the effect that the media messages have
on them, Psychodynamic theory holds that for a persuasive message to be
effective or considered effective, it must succeed in altering the
psychological functioning of the recipient(s) in such a way that he or she will
respond overtly to the model of behaviour suggested by the communicator while
perception theory dwelled on the fact that people perceived messages
differently. The research design for this study is quantitative with the use of
cross sectional survey method while the data collection instrument is
questionnaire. 200 copies of questionnaires were administered to the
respondents who were drawn within Ikeja City Mall using non-probability
sampling technique particularly purposive sampling method and out of 200 copies
of questionnaires administered, 192 copies were retrieved for analysis. The
data were analysed and interpreted using descriptive statistics (frequency and
percentage method). Findings show that matured men and women dominated the
number of people who visited Ikeja City Mall while minors visit the place in
accompany of their parents
or elders because majority of the visitors at the Ikeja City Mall are between
the age of 16-40 years and above. It
is evident that visitors to Ikeja City Mall were being exposed to lots of
outdoor advertisement ranging from billboard, poster, transits media etc. Also, large numbers of respondents were
influenced by outdoor advertisement within the ICM. It is recommended that conscious use
of colour, graphics, models and strategically placement of advertisement in
such a way that will be environmental friendly are the keys to enhance outdoor
advertisement.
