DANIELEKHAREAFO

The study is focused on the impact of graphics on advertisement appeal, using UNIBEN students as a study. The objectives of the study were to determine the extent at which UNIBEN students are exposed to graphics in advertisements, find out the attitude of UNIBEN students towards graphics in advertisements and investigate the effectiveness of Graphics on the advertisement appeal on UNIBEN students. In terms of the theoretical framework, the Affect and Perception theory were adopted. For its methodology, the survey research method was adopted, while questionnaire was employed to gather the data used for the study. Findings of the study revealed that the use of graphics make advertisement more appealing to UNIBEN students and it makes advertising messages more persuasive. The findings also indicated UNIBEN students agreed that the use of graphics in advertisement is effective in delivering advertising messages to a high extent. Based on the findings, the researcher concluded that graphical elements play a crucial role in shaping the attitudes and perceptions of UNIBEN students. The researcher therefore recommended among other things that advertisers should continue to enhance the impact of advertising messages by continually refining and optimizing graphic design elements such as text, colors, images, and shapes to align with the preferences and sensibilities of UNIBEN students. It was also recommended that advertisers should not focus on only graphical elements to capture attention but also use other appeals to influence positive behavior towards products and services.