An Evaluation of Dramatic Elements in Selected Television Advertisements in Nigerian Media Space

Abstract

This study evaluates the dramatic elements in selected advertisements in Nigerian television media space between April and July, 2022. It has been noticed that a lot of advertisements in Nigerian television media space make use of drama to project their messages. The research methods that were employed in this study are mainly content analysis, observation and literary analysis. The study discovers that almost all advertisements are dramatic, because they make use of one dramatic element or the other to project the advert messages. It is concluded that Nigerian advertising agencies are adepts in the use of dramatic elements in advertisements. All the advertisements studied show that there is none of them that the dramatic elements over-shadowed the advert messages. They laid emphasis on the messages instead of the drama; the drama is just a means to an end. It is recommended that advertisement agencies in Nigeria should continue with the use of dramatic advertisements; because Nigerians love drama and they are naturally dramatic. As such, they are always attracted to any advert that is dramatic. However, on no condition should the drama in the advert over-shadow the advert messages.