PUBLIC PERCEPTION OF NIGERIAN ADVERTISEMENT

CHAPTER ONE

1.0    Introduction

1.1    Background to the Study

Advertising is a form of communication through the media about product, services, ideas, personalities or organizations, paid for by an identified sponsor. Alide in Okunna (2002).

Bovee and Arens (1985) gave a more widely accepted definition of advertising as the non-personal communication of information, usually paid form of persuasive information 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.

Wright and Zeight (1982:10). Advertising is also controlled, identifiable information and persuasion by means of mass communication media. 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 practice of advertising in Nigeria has 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 catalogue the essence of good advertising as outlined below. The codes provide that all advertisement in Nigeria should;

a).      Be legal, decent, honest, truthful and respectful of Nigeria’s culture.

b).     Be prepared with a high sense of social responsibility and should not show       disregard for the interest of consumers and the wider Nigeria society.

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, i.e 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 untrue 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. To this end the research will study the perception of people in the state of Osun on the advertisement on various media

1.2    Statement of the Problems

In the bid to maximize profit in the prevalent get rich-quick syndrome of some fraudulent entrepreneurs, some indulge in ill-practice of advertising. These unethical practice thus, endangers the well-being of the society and the Nigeria culture in particular.

Absolute social responsibility to the customers of advertised goods and service is not ensured due to the fact that buyers are often misled by chronic imitators.

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.