Phenomenological Enquiry Into the Public Misconceptions of Billboard Design Concepts in Lagos, Nigeria: The Factor Analytic Approach

Abstract

Multiple and Dense line-up of billboard structures in Lagos metropolis and highways suggestthat the outdoor advertising business is increasing in quantity, quality and patronage. Continuous population explosion, industrial development and urban renewal efforts of Lagos State government occasion the advertising agencies to introduce creative techniques. However, misconceptions about outdoor creative concepts reflect a worrisome trend. The industry is criticized to be responsible for the influx of negated vogues as well as the mixed brew of foreign and Nigerian indigenous cultures through its creative design concepts. This study undertakes a critical enquiry into the factors responsible for public misconceptions and misgivings about outdoor advertisements. The study adopted survey research design. The instrument used to collect data was questionnaire which comprised of thirty-three variables numbered from b48-b80. The population for the study comprised of the seventy-eight outdoor and eighty-eight conventional advertising agencies, seventy-two advertisers, sixty-one graphic designers and three hundred and eighty-five end-users. The procedure for data collection included Pilot Study and Validity test of the instrument. Non-parametric test method, by way of Factor Analysis was used to analyze the data collected and carry out factor extraction by principal component. The thirty-three (33) variables were reduced to ten (10) common factors through principal component analysis.