SUBSCRIBERS' PERSPECTIVES ON DRAMATISATION IN COMMERCIALS OF TELECOMMUNICATION NETWORKS

This study investigates the Subscribers' Perspectives On Dramatisation In elecommunication Commercials, focusing on the students at the University of Benin, Ekehuan campus. This work made an attempt to identify the perspectives of subscribers or consumers of network services on dramatic elements with an emphasis on Humour and Humorous strategies in commercials. The study employs a mixed-methods approach, combining qualitative interviews and quantitative surveys to gather insights into the attitudes, perception. The questionnaire served as instrument of data collection. A total of 80 (Eighty) respondents were selected from the population; 5 (Five) students from each level of each department ( 100 Level - 400 Level), 20(Twenty) in total from each of the 4 (Four) departments ( Theatre Arts, Mass Communication, Fine Arts and Education ) making the total number of 80 in Ekehuan Campus, University Of Benin. This aims at ensuring that everybody within the school organisation is represented in the study. The stratified and simple random sampling techniques were used. The data generated were analyzed using simple descriptive and statistical tools such as simple percentages and tabular presentations. The study was anchored on the effectiveness of drama in Commercials along telecommunication networks. At the end of the study, the findings revealed that dramatisedand Dramatic elements infused in Commercials are indeed effective in influencing the purchasing decisions of consumers on the different telecommunication networks available in Nigeria where the population of the study is precisely located. The study also explores preferred mediums of entertainment (Television, Radio, Print Media and Internet) in which the respondents preferred for these Commercials as well as challenges faced in Implementing dramatised Commercials , motivations for using dramatised Commercials and strategic considerations in advertisement creation and lacement.