TRENDS IN THE USE OF HUMAN MODELS IN THE NIGERIA ADVERTISING INDUSTRY

ABSTRACT:

This study examines the evolving trends in the use of human models within the Nigerian advertising industry, focusing on their effectiveness and ethical implications. Advertising, as a vital tool for influencing consumer behavior, increasingly employs models to create engaging and persuasive marketing messages. This research employs a mixed-methods approach, including surveys and interviews with advertising agencies and consumers in Lagos and Enugu, to analyze the impact of models on advertising success. Key findings indicate that modeling is an effective advertising strategy, with television and billboards identified as the most impactful media for showcasing human models. The study reveals that models, particularly celebrities, significantly influence consumer buying decisions by enhancing brand image and product appeal. However, ethical concerns arise, especially in advertisements targeting vulnerable age groups, such as children and young adults. Recommendations include prioritizing the use of local models to foster cultural relevance, increasing professional modeling rates to encourage talent development, and implementing stricter regulations to ensure ethical advertising practices. By highlighting the intersection of advertising strategies, consumer psychology, and cultural values, this research underscores the importance of thoughtful model integration in Nigeria’s advertising landscape.

Keywords
Human models, Nigerian advertising, advertising effectiveness, ethical advertising, consumer behavior, celebrity endorsements, media influence, advertising trends, local models, brand image.

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