AIYELABOLA, Ayoola Dorcas and Covenant University, Theses (2018) NOLLYWOOD AND COVERT ADVERTISING TECHNIQUE: WEEKEND GETAWAY MOVIE IN FOCUS. Masters thesis, COVENANT UNIVERSITY.
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Abstract
This study examines the application of covert advertising technique in Nollywood with focus on Weekend Getaway movie. Key selection criteria of the movie were the presence of Le Meridien Ibom Resort and usage of covert advertising strategy. Employing the focus group discussion method, the study sought to find out the awareness, recall and patronage level of selected participants generated by covertly marketing the resort. In line with the theories of Reasoned Action and Individual Differences applied, results show a high awareness and recall level, however, it was discovered that negative scenes were one of the most easily remembered. Patronage level was significantly low, though participants showed interest in visiting the resort citing various reasons as summed up in the proposed Fair Model. In order to ascertain the plot connection, qualitative content analysis of the movie was carried out. Five themes were derived from the analysis revealing positive mentions, high visibility rate of location‟s visuals to conclude that there is a link between the resort and movie storyline. The study concludes that negative portrayal of a tourist centre affects movie viewers‟ perception and patronage; and asides personal reasons such as finance, infrastructural development was identified as a major hindrance to visiting local tourist centres. The study recommends that adequate attention by stakeholders be given to tourism placement in movies to avoid negative portrayal of the brand in order to relish the benefits of covert advertising.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Hannah Akinwumi |
| Date Deposited: | 10 Mar 2020 09:45 |
| Last Modified: | 10 Mar 2020 09:45 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/13177 |
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