Smile Aesthetics and Malocclusion in Advertising Models on Nigerian Billboards

Objectives: There is a growing influence of advertising media on the perception of dental appearance in the Nigerian society. This study examined the portrayal of malocclusion in advertising billboards that is directed at the Nigerian public. Methods: A representative selection of 100 advertising models in billboards from three major Nigerian cities was investigated. The frequency and severity of malocclusion observed including the median diastema, which is of cultural importance, were assessed using a modification of Aesthetic Component of Index of Orthodontic Treatment Need (IOTN). Intra-examiner calibration of all the smiles showed adequate agreement. Results: The aesthetic score was low for the majority of models indicating “no need or a borderline need” for treatment, whilst insignificant models exhibited a “definite need for treatment”. However, median diastema, a sign of personal beauty in this culture did not feature prominently in smile aesthetics. Conclusion: The study concluded that the portrayal of dental appearance of models on billboards is not representative of the general population.