CHAPTER ONE
INTRODUCTION
1.1.
BACKGROUND
OF THE STUDY
Advertising
as a concept, can be defined as a form of communication through the media about
product, services, ideas, personalities or organizations, paid for by an
identified sponsor writer Alide in Okunna (2002: 99).
Bovee
and Arens (1985) gave a more widely accepted definition of advertising as the
non-personal communication of information, usually paid for any usually
persuasive in nature about products (goods and services) or ideas by an
identified sponsor through various media. It is an exciting, dynamic, and
challenging enterprise. Its often a persuasive communication in that it tries
to persuade the reader, the listener or the viewer to take to the sponsor’s own
point of view and also to take some appropriate action. It is not personal or
face to face communication, rather it is directed to a group of people.
Advertising
is also controlled, identifiable information and persuasion by means of mass
communication media. Defined by Wrignt and Zeight (1982:10).
Gillran
Dyer says that in its simplest sense, the word “advertising” means drawing
attention to something or notifying or informing somebody of something.
According
to the understanding of Advertising practitioners council of Nigeria (APCON) “advertising
is a form of communication through the media about products, services or ideas,
paid for by an identified sponsor”.
The
terms advertising was coined from the Latin word “advertere” which mean
literally means to draw attention. This is when you are getting the evidence
mind in a product, notifying or informing somebody/people of something. There
is no doubt that advertising has brought prosperity to different countries of
the world through different means. It has helped in speeding up the introduction
of new inventions and has most importantly widened markets for mass-produced
goods and services. Consumers of industrial goods and service and all over the
world today enjoy the choice of a wide variety of such goods and services.
Advertising
has also been of immense benefit humanity and has contributed in no small
measure rapid industrialization and expansion processes all over the world.
Infact, advertising has contributed in making the world a better place to live
in.
Tracing
the history of advertising however, it is evident that its practice is as old
as man. Weppner (1979) in Okunna (2002: 85) reveals that advertising seems is
be part of human nature evidenced since ancient times.
Groom
in his own view stated that “advertising” was first century AD and has been
employed ever since in one form or another”. It has no specific date, any way,
but Groom further maintains it as an instrument of marketing in the past 4000
B.C.E. Highlighting its existence in a Nigeria advertising has been part of commercial
activities even before the arrival of whitemen remarks Abayomi in Okunna (2002:
86) Quoting Ogbodo (1990), Abayomi in Okunna pointed out the common practices
in our locality like town criers do, hawking and display of available waves
were the earliest method of advertising in Nigeria. This is still obtainable in
the free-market these days as sellers cry above their voices to draw the
attention of buyers to their waves.
The
introduction of modern advertising in
by a newspaper called “Iwe Irohin”. It was owned by an English Reverend
gentleman known as Henry Townsend. It was an eight page newspaper with four
pages English version and four pages “Yoruba” version. This newspaper attracted
a lot of readership, this creating space for advertisement on births, weddings
and obituaries, vacances for houseboys and maids, church activities, ship
schedules and other social events.
Abayomi
in Okunna (2002: 86) records that other newspaper such as the logos observer,
the Eagle, the
critic and others joined the music. The business of advertising enjoyed a great
boast in the 1920s as notable companies such as Releigh Bicycle, PZ, lever
Brothers, Cadbury, Ovaltine and others sprang up to patronize the services of
West African Publicity (WAP) who provided advertising services like radio and
television there was a considerable advancement in Radio/TV advertisement for
over four decades. This began with the establishment of Western Nigeria
Broadcasting Services (WNBS) and Western Nigeria Television (WNTN) by the
defunct Western Religion, Okunna.
At
this point, it is pertinent to note that the practice of advertising in
been legalized. The legalized was masterminded by APCON which was established
by Decree 55 of 1988 amended by Decree 93 of 1992.
The
APCON, as produced by the code of advertising practice is charged with the
responsibility of among other things.
a). Determining who are advertisers
b). Conducting examinations in the profession
and,
c). Regulating
and controlling advertising in all this aspects and ramifications.
The
strict adherence to the provisions of this, code has really made advertising an
interest oriented, fascinating and fantastic professions.
In
recent years, the practice of advertising no longer enjoy its good essence.
Following the introduction of fraudulent and unethical practice in the business
of advertising the profession is fast loosing credibility and interest.
The
code of Advertising practice catalogued the essence of good advertising as
outlined below. The codes provides that all advertisement in
a). Be legal,
decent, honest, truthful and respectful of
b). Be prepared
with a high sense of social responsibility and should not show disregard for
the interest of consumers and the wider
c). Conform to
the principles of fair competition generally accepted in business and fair
comment expected in human communication.
d). Enhance
public confidence in advertising.
Unfortunately
advertisers have chosen the unethical means of practicing this profession,
neglected the good sense of advertising which revolves around social
responsibility.
In
his words, Osunbiyi (1999:27) “advertising on the whole can be rumours, ie it
can be deceptive and misleading. It can manipulate the “vulnerable psyche”.
No
doubt, advertising can be ruinous when some illegal advertisers make claims
that are untruce about a product of services.
As
the consumers of such product testifies that the claims surrounding the product
are not time, he automatically stops patronage.
Osunbiyi
(1999:31) reiterates that deception perhaps, is the worse criticism of
advertising in that it is assumed that information given is just to deceive the
public. Categorically, we can view the effect of unethical practice of
advertising from many angels.
Social Plugin