AUDIENCE RESPONSE TO COVERT ADVERTISING. A STUDY OF JENIFA’S DIARY

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AUDIENCE RESPONSE TO COVERT ADVERTISING. A STUDY OF JENIFA’S DIARY

Abstract:

This study explores audience responses to covert advertising through an examination of the popular Nigerian television series, “Jenifa’s Diary.” Covert advertising, also known as product placement, involves the subtle integration of branded products or services within the content of a television program. “Jenifa’s Diary” provides an intriguing case study due to its widespread popularity and the nuanced incorporation of brands into its narrative.

The research employs a mixed-methods approach, combining content analysis and audience surveys to investigate how viewers perceive and respond to covert advertising in the context of the television series. Content analysis focuses on identifying instances of covert advertising within the episodes, while audience surveys capture viewers’ awareness, attitudes, and behaviors regarding the integrated brands.

Through this study, we aim to uncover the effectiveness of covert advertising in “Jenifa’s Diary” and understand its impact on audience engagement and brand recognition. The findings will contribute to the broader discourse on advertising strategies in the realm of entertainment media, providing insights for both content creators and marketers seeking to navigate the delicate balance between entertainment and promotional messaging in contemporary television programming.

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