Abstract

The trend of targeting young people especially children with advertising messages is on the increase. Based on observation and library research on how some product advertisements in Nigeria are presented especially on radio and television, this study explores the strategies adopted by advertisers to reach their target market. The paper undertakes an appraisal of copywriting technique in the advertisements of Dabur Herbal Toothpaste and Indomie Instant Noodles respectively bringing to the fore the conscious combination of emotional and rational appeals with the intention to secure attention and evoke action from the target prospects. From the analysis, the advertisers of Dabur Herbal Toothpaste and Indomie Instant Noodles respectively focused on the teenagers and children as target market in their advertisements. Given the psychology of the target market, the advertisements of the toothpaste and the noodles are very popular among these young people. This paper draws the conclusion that the demographic segmentation of targeting teenagers and children is capable of having high influence and building of brand preference among the prospects.

Key Words: Advertisements, Creative Approaches, Product, Copywriting, Appeal.

*    Bassey Esuk Bassey, Ph.D. is a lecturer in the Department of Mass Communication, Akwa Ibom State University, Obio Akpa Campus, Akwa Ibom State, Nigeria.

^JCMR Journal of Communication and Media Research, Vol. 10, No. 1, April 2018,   159 – 167