AN ASSESMENT OF THE REFLECTION OF INDIGENOUS FASHION BRANDS IN TVC PROGRAMMES

The researcher evaluated the Reflection of Indigenous Fashion Brands in TVC Programmes and was anchored of the Reflective Projective and Cultivation communication theories.This study became necessary following the slow pace of growth of many Nigerian Fashion Brands which can be linked to little to no portrayal of these brands by the media, especially the televisionmedia. Hence, the need to properly assess the reflection of these Indigenous Fashion brands by TVC, a local television station in Lagos, Nigeria, to ascertain the extent to which TVC showcases Nigerian Fashion brands and the influence this portrayal has on Lagos residents.The researcher made use of the survey research design and questionnaire to elicit data from a sample of 385 respondents selected through multi stage sampling techniques.Data obtained were presented in tables and analysed using simple percentages and frequencies. The study found out that the Extent to which TVC showcases indigenous fashion brands is high, however Lagos residents agree that it is not enough. The study revealed that Lagos residents perceive these programmes as entertaining and interesting and that television programmes about Nigerian fashion brands influence people to patronize these brands which in turn, promotes the Nigerian fashion industry. The researcher concluded that the Television medium, is a veritable tool for the promotion of Nigerian fashion brands. It was recommended that Nigerian fashion brands make proper use of the media to promote their brands because it is capable of growing their brands.