FACULTY OF ARTS

This study aims to investigate the impact of celebrity ambassadors as promotional strategies in brand advertising. A study of Globacom Nigeria. The objectives of the study were to identify the extent to which celebrity ambassadors influence consumer perception of Globacom, examine how celebrity endorsement affects brand loyalty among Globacom subscribers, assess whether the use of celebrity ambassadors translate into increased competitiveness for Globacom in the telecommunications industry, ascertain the challenges associated with using celebrity ambassadors in Globacom’s brand advertising. The theory adopted was the source credibility theory, while the methodology meant used was the survey research design. Copies of questionnaire were distributed to students of Theatre Arts, UNIBEN. The findings show that celebrities enhance brand visibility, appeal, and consumer trust while fostering emotional connection and long-term loyalty. The findings also showed that their presence is not sufficient to prevent subscriber churn, and the impact on competitiveness, while positive, is not universally assured. Furthermore, celebrity endorsement comes with notable challenges, including high costs, reputational risks, and the potential to overshadow the brand or product. It was concluded that celebrity endorsements significantly influence consumer perception, brand loyalty, and competitive positioning for Globacom. It was therefore recommended that management should organize regular management training programs and professional Globacom should ensure that celebrity endorsements align closely with brand values and marketing objectives to avoid overshadowing the core product or service. It was also recommended that the company must establish protocols to manage reputational risks associated with scandals or negative publicity involving celebrity ambassadors.

This project examines the Oghogho dance as a tool for cultural revival to achieve this, the dance was staged to provide a more authentic knowledge of the dance in the kind of the reader or audience. Literary/artistic methodology were explored to determine the theoretical / practical aspects of the research. Thus, the research conclude that dance is an essential necessity for reviving culture

The correct, proper interpretation and application of perceptual verbs in English is a major challenge to the Yoruba learners. The topic "PERCEPTUAL VERBS" such as "look, see, taste, hear, touch, smell, e.t.c. is an unresolved problem for linguistic theories. This work examines the meaning and understanding of the various perceptual verbs in relation to Yoruba language. Languages differ in their number of basic verbs that describe perceptual experiences. Some languages have only two of such verbs. One for visual perception, another for non-visual perception. Yoruba is a language of verbs which has different verbs for each perception. This
research work is aimed at solving perceptual verb problems, educating people on the true meaning and reality of perception. I collected the data in Lagos state by choosing from random people with potentials in Yoruba language. People who speak the language profoundly, scholars in the language. The providers of the data of this research work were "twenty one old generation speakers" and "thirteen new /younger generation of Yoruba speakers". These two generational speakers gave amazing feedbacks just that the older generation feedback was more competent as they had the translation to all the verbs I provided them with. The new generation now mix English with their Yoruba when speaking while the older generation make use of pure Yoruba. This work is laid out in five different chapters followed by the references and appendix. The work allocates the semantic perceptual verbs that fall under the five classes of perceptual verbs into their various classifications.

Management is essential for organized life and necessary to run all types of management. Good management is the backbone of successful organizations. In order to make a business viable it has to be built upon a certain set of values which will promote the business, assure customers that it’s the right choice and attract new customers while retaining the existing ones. Quality is one of the most important aspects of a business or a product as it could be associated with many factors such as reliability, delivery, usability, and an acceptable price. Total quality management TQMis a set of management practices throughout the organization geared to ensure the organization consistently meets or exceed customer requirements. Based on Deming's and Duran's ideas described in "Total Quality Management text with cases" for how organizations could achieve success we can conclude that key to successful quality management passes through constantly striving for improvement, changing the classic mind-set of applying out of date quality check measures everybody else does, modernizing the methods, and providing effective training for the staff. This paper provided a general understanding of Total Quality Management, a concept that is aimed at ensuring quality with continuous improvement. It will show the important aspects of TQM, challenges in applying TQM and important
factors that affect success. It would include general knowledge, assumptions and researchers' own interpretations. It should give the reader a general overview of total quality management and its main points which will provide a base for deeper learning.

In most cases, students’ academic performance is not totally and entirely a function of their intellectual capability and ability. Some other extraneous variables such as the state of the nation’s general economic condition play major role in their academic performances. Undergraduate students are constantly influenced by multiple stressors from different aspects of their lives and the society.1 Life and academic stress often generate difficulties and impact on university students’ mental health. University students have been stressed by intensive demands of developmental and academic tasks. With current economic contraction, many additional economic stressors are added to university students’ existing stress levels.2 It is against this backdrop, this study examine the
response and adaptation of University of Benin students economic hardship. Over the years University of Benin has played significant roles in actualizing quality education to Nigerians, with array of academic programmes and courses offered in the areas of Medicine, Law, Journalism, Banking and Finance, Engineering and Technology, Architecture, Health, Safety and Security, Agriculture, as well as the field of education itself where teachers are raised as architect of nation building.

Igbo riddles form part of the Igbo Oral Tradition. In the traditional Igbo community, riddles are part of the moonlight games children gather to play after the day’s activities. Riddles are fun and interesting to take part in because of the puzzling form in whatcha they appear and the various personifications used to present the riddles. It is worthy of note that riddles are not just for fun alone, they possess and convey deep cultural elements in them in which the child comes to be aware of when he/she participate in the riddling and which are passed from generation to generation. The Igbo riddles are a powerful tool through which the Igbo culture, traditions and values are passed to younger generations. But now in our modern world and ‘modern Igbo towns’, the value for, interest in and usage of these riddles are slowly deteriorating due to the impact of formal education and technology and the cultural embodiments of these riddles are not exploited, appreciated or even passed down to generations. This study set to examine the Igbo riddles using an ethnographic approach. It presents the importance of Igbo riddles to the Igbo culture and determine how the riddles affect the culture of the Igbo people. It
discusses and stresses on how riddles also affect the child’s cultural and social cognition and thickly explains the Igbo riddle from a cultural perspective and context. Data for analysis will be attained through non-participants observation of a riddling event and oral/virtual interview and the bulk of data collected will be collated and written for proper analysis. This study essentially dwells on the ethnographic study of Igbo riddles and concludes with appropriate recommendations in sustaining and preserving these riddles and also encouraging their usage in the society.

One of the elements driving progress is the media. It can serve as a suitable medium for promoting environmental awareness if used appropriately. The physical environment is crucial to the existence of the universe as a whole, and Nigeria has been working to lower the risk of unsustainable environmental conditions. This study sought to determine the extent of listener awareness of environmental sustainability reporting on radio, as well as the effectiveness of the radio's role in spreading and cultivating environmental awareness. Respondents from the Oredo local government were surveyed. For this study, a quantitative analysis using questionnaires was used. 400 respondents in the Oredo local government area of Benin City, Edo State, received the questionnaires. The study was supported by theories of attitude modification, uses and pleasure, and development of media. Simple random and purposeful sampling was used to choose the respondents. Frequency and percentage analyses of the data were performed. The results demonstrate that many Oredo metropolitan residents are aware of environmental sustainability initiatives coverage on radio. However, the study recommends that In order to effectively and efficiently broadcast information on weather, climate, and other environmental issues, radio and other media should maintain a specific desk called the environmental and climate desk. It is also advised that broadcast media outfit their reporters with advanced tools or equipment to cover scientific topics like covering areas with less effort on environmental sanitation or poor environmental sanitation, flooding disasters, heavy wind and storm without much stress. The study equally suggests that in order to better exhibit professionalism and ensure that the public is informed, broadcast media organizations should offer specialized seminars and workshops for their reporters on how to effectively cover scientific and environmental news and greater airtime be devoted to programming about environmental sustainability.

This study examines the impact of government policies on the depreciation of the Nigerian Naira during the regime of General Ibrahim Babangida. The research focuses on the economic reforms introduced under the Structural Adjustment Programme (SAP), which aimed to restructure the Nigerian economy through deregulation, currency devaluation, and trade liberalization. Using a historical and analytical approach, the study evaluates how these policies influenced exchange rate dynamics, inflation, and overall economic stability. Data were obtained from secondary sources, including government publications, Central Bank reports, and scholarly literature. The findings reveal that while the policies were designed to promote economic growth and reduce external imbalances, they significantly contributed to the depreciation of the Naira due to increased market-driven exchange rate mechanisms, reduced government intervention, and rising demand for foreign exchange. Additionally, the study highlights the socio-economic consequences of currency depreciation, such as increased cost of living and reduced purchasing power among citizens. The research concludes that although the reforms had long-term economic intentions, their short-term effects exacerbated currency instability. It recommends the adoption of balanced policy frameworks that combine market efficiency with strategic government intervention to ensure currency stability and sustainable economic development in Nigeria.

The main focus of this project are to evaluate the popularity of X usage after the ban-ifting in Nigerian: a study of UNIBEN students. Furthermore, the study reviewed the major causes of the X ban in Nigeria, established the negative effect of the X ban on Nigeria's citizens, especially students, determined if twitter still remained popular in Universities after the ban-lifting and examined the extent to which UNIBEN students made use of X after the ban lifting in Nigeria. The researcher adopted the survey design .The survey design was adopted with the aid of 14 item Questionnaire and 100 Respondents of the university of Benin. Data obtained were analyzed and presented with the aid of frequency tables and simple percentage. The result from the study showed that X has gained more popularity among uniben student after the ban was lifted. This study recommended that students should be motivated to share educational resources and engage with peers on X, There should be X policy development among Uniben students and there should be feedback mechanism to understand the student’s opinions and challenges concerning the access to the app.

The study is focused on analysing audience attitude and perceptions of pidgin English broadcasting in enhancing news comprehension among rural settlers. The objectives of the study were to Investigate the attitudes and general perception of rural settlers towards Pidgin English usage in broadcasting, assess the effectiveness of Pidgin English in enhancing news comprehensionamong rural settlers, examine how certain factors affect the attitudes and comprehension of news in Pidgin English, determine
the impact of Pidgin English broadcasting on the engagement and participation of rural settlers in news-related discussions and to investigate the communication gap between the rural settlers and the media. The researcher employed survey research method and made used of questionnaire as a research tool. Atotal of 396 questionnaire was used in gathering data for this study. Findings shows that majority of rural settlers considers pidgin English as a suitable language for news broadcasting. The study explains that pidgin English usage in news broadcasting, has made rural audience more engaged in pidgin news than standard news. Thus, news becomes more interesting, entertaining and educative, arousing their cognitive ability to comprehend
news program. In conducting this study the researcher also found out that pidgin news has heightened their news literacy, giving them better insight to partake in news related discussions. The researcher therefore concludes that pidgin English language as a tool for broadcasting servers as a horizon between rural settlers and the media.