How much of the British Culture spilled over into Nigerian Advertising? A Historical Analysis

By Samuel K. Tesunbi.

Published by The Social Sciences Collection

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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

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

Dr. Samuel K. Tesunbi is an advertising assistant professor at the American University of Nigeria, Yola, Nigeria. He is the founding chair of advertising/public relations or mass communication departments in the following: the American University of Sharjah 2001-2003, UAE, the American University of Kuwait, 2005-2006, Kuwait, and the American University of Nigeria, Yola (2006-2007). His research interests focus on how [transnational] corporations manage the intersection of culture and advertising. Dr. Tesunbi received his BS (Advertising) and MS (Journalism) from West Virginia University’s Perley I. Reed School of Journalism, and Ph.D. (communications) from Howard University’s John H. Johnson School of Communications.

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