IIARD International Institute of Academic Research and Development

RESEARCH JOURNAL OF MASS COMMUNICATION AND INFORMATION TECHNOLOGY (RJMCIT )

E-ISSN 2545-529X
P-ISSN 2695-2475
VOL. 10 NO. 2 2024
DOI: https://doi.org/10.56201/rjmcit.v10.no2.2024.pg97.116

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Visual Noise: Publicity in Winneba and Its Impact

Dr. Joseph Essuman, Emmanuel Aklasu, Stephen Osei Akyiaw

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Abstract

Visuals are meant to enhance recall of experience, support in-depth research, dispel myths, create new experiences, and provide context for vital information, and help in forming value judgments. Many discourses try to find out whether visual noise is detrimental or a helpful technique for spreading information to the community, spectator, or reader. Billboards and posters for outdoor advertising remain the best mediums for the disseminating information to the general public. In spite of the exceptional role of visual artefacts, the concerned authorities have not given the matter enough attention regarding positioning these visuals in order to lessen the detrimental effects on the environment, especially for road users who patronize this service. The study examines some visual artefacts used in Winneba, the impact they have on the community, and the responses from road users. The study deployed “Perception Theory of Visual Communication” and “Uses and Gratification Theory” to form the foundation of the study. The study uses a cross- sectional study design with a minimum sample size of 10 participants. The findings revealed that outdoor visuals, when not properly sited, distract attention from important information, defy and lower ethical and moral standards, as well as pose risks to road users. The study concluded that cluttered visuals pose a challenge that requires consideration and that the placement of outdoor visuals must be regulated and implemented to guarantee that a restricted quantity of commercials are permitted in order to minimize visual disarray.

keywords:

Advertisement, Communication, Outdoor, Pedestrians, Signage, Visual noise.

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References:

Ahmed, A. (2019). What Does the Term 'Noise' Mean in Marketing?. Bizfluent. Retrieved
14 May 2023, from https://bizfluent.com/facts-6894099-term--noise--
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Anaeto, S.G., Onabanjo, O.S. & Osifeso, J.B. (2008). Models and theories of communication.
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Barry, A. M. (2004). Perception Theory from: Handbook of Visual Communication, Theory,
Methods, and Media Routledge. Accessed on: 18 Jan 2024 from
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Bassey, S. I. & Eteng, S. U. (2021). Impact of outdoor advertisement posters and billboards

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