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How much of the British Culture spilled over into Nigerian Advertising? A Historical Analysis
By Samuel K. Tesunbi.
Published by The International Journal of Interdisciplinary Social Sciences
| Format | Price | |
|---|---|---|
| Article: Print | $US10.00 | |
| Article: Electronic | $US5.00 |
There remains a dearth of scholarly historical rhetoric about advertising - commercial communications - in Nigeria, which is not akin to declaring that it is extinct. This paper locates commercial activities, such as advertising and marketing, within the vicissitudes of pre-colonial and/or colonial Nigeria. The analysis posits that pre-colonial Nigeria maintained a thriving, sophisticated trade-by-barter, fuelled primarily by word-of-mouth and town crier communications. The barter trade worked because participating caravan traders respected the—socially engineered—system: the honor code. The arrival of colonialism, novel governmental paradoxes, such as political mobilizations, and a sense of citizenship, had a lasting impact on commercial activities in Nigeria.
| Keywords: | Advertising, Culture, Colonialism, Selling, Brands, Ad Standardization, Ad Specialization, Product, Intercultural Communication, International Communication |
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International Journal of Interdisciplinary Social Sciences, Volume 3, Issue 9, pp.113-120. Article: Print (Spiral Bound). Article: Electronic (PDF File; 483.081KB).
Dr. Samuel K. Tesunbi
Founding Coordinator, Advertising/Public Relations Program, School of Information Technology and Communications, The American University of Nigeria, Yola, Adamawa, Nigeria