| Abstract: |
Outdoor advertising has over the years gained prominence and relevance. This study examines the influence of billboard advert on the education and enlightenment of voters in Anambra State, during the 2019 Presidential elections in Nigeria. To achieve this, the study used the survey method with the questionnaire as a data gathering technique. Agenda-setting theory was used as the theoretical framework. The findings indicated among other things, that voters were significantly exposed to these billboard advertorials, and most of them recalled the message contents on the billboards due to the high level of exposure. However, the study found out that actions of the electorates in Anambra State towards the electioneering process had no significant relationship to the level of exposure to billboard adverts, as voter apathy was widely witnessed during the general elections. In other words, even though billboards were seen to be an effective communication tool in the 2019
elections, decisions of the electorate were not controlled by it. In the light of these findings, it was recommended that INEC should also use other forms of the media, to boost the electorates’ decision in voting favourably. |
