EVOLUTION OF OUTDOOR ADVERTISING IN NIGERIA

Topics: Advertising, Local Government Areas of Nigeria, Billboard Pages: 13 (4709 words) Published: January 11, 2014
EVOLUTION OF OUTDOOR ADVERTISING IN NIGERIA

HISTORY OF ADVERTISING.
Global Overview
Advertising or advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor (Wayne et al., 2008). Long before America was colonized, commerce flourished in the Old World where various methods were used to promote trade. Notice boards placed outside houses indicated what could be had within. Wine cellars gave free samples in the streets. And actors paraded in the streets attempting to entice onlookers into theatres. The idea of commerce is very old indeed, and the means of inducing others into exchange relationships was not far behind in its development. (Advertising and Society Review) As we have seen, an advertisement can be very simple, and simple advertising, eg for events, has been around for as long as people have been trying to make money out of attracting a wider public. Posters announcing an event were probably the first form of advertising, and these date back to gladiatorial contests in Ancient Rome. The first advertisements, however, which fit our full definition of advertising (ie paid for, occupying space in a media form) appear in newspapers in the seventeenth century. These tended to be straightforward statements of fact, without any fancy typesetting or illustrations, and were often indistinguishable from the news stories around them. As the eighteenth century wore on, the Industrial Revolution gathered pace, and consumer goods became more sophisticated, manufacturers began to recognize that they needed to create a need for their products. Many items were new to consumers, or were new variations. Josiah Wedgewood, who manufactured pottery in England in the second half of the seventeenth century, was particularly good at creating new markets for his wares through advertising. He brought cups and plates into the budget and households of middle class families - a much larger market than the wealthy aristocratic households who had previously been the only purchasers of dinner sets. The nineteenth century saw the skills of the advertiser come to the forefront, as ads began to mix images and words, and adopt the techniques of language and layout that we are familiar with today. With the proliferation of goods and services in this century, it became recognised that advertising was an important part of business, and should be dealt with by experts in the field. Most of the advertising agencies that dominate the global markets today were founded in the latter part of the nineteenth century. During the early part of the twentieth century, governments began to recognise the power of advertising to get their message across to their 'consumers' (ie their citizens). This was particularly apparent during the First World War, when advertising was used to enlist soldiers and enforce government policies. (http://www.mediaknowall.com/gcse/advertising/advertising.php?pageID=history) Advertising in Nigeria

Advertising in Nigeria could be said to have started officially with Rev. Henry Townsend's Newspaper called Iwe Iroyin in 1859. This particular newspaper carried advertisements on births and other social events. However, professional advertising is often said to have started in 1928 with the birth of West African Publicity Limited. Derived from UAC, it was established to cater for the needs of the colonial masters in Nigeria and West Africa. This company later became an advertising agency in 1929 named Lintas with two other subsidiaries namely Afromedia, the outdoor medium and Pearl/Dean, the cinema arm. In the 1950's new advertising agencies emerged. The medium of...

References: Ademola, Owolabi (2012). "Effects of Gender-Role Orientation, Sex of Advert Presenter and Product Type on Advertising Effectiveness". European Journal of Scientific Research 35 (4): 537–543.
Bittlingmayer, George (2008). "Advertising". In David R. Henderson (ed.). Concise Encyclopedia of Economics (2nd ed.). Indianapolis: Library of Economics and Liberty.
Clow, Kenneth E. and Baack, Donald (2007). Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Pearson Education. pp. 165–71.
Eskilson, Stephen J. (2011). Graphic Design: A New History. New Haven, Connecticut: Yale University Press. p. 58.
Koc, Erdogan (2002). "Impact of gender in marketing communications: the role of cognitive and affective cues". Journal of Marketing Communications 8 (4): 257.
Latif, Abdul and Abideen, Zain (2011). Effects of Television Advertising on Children: A Pakistani Perspective. European Journal of Economics, Finance and Administrative Sciences, Issue, 30, pp. 38-49.
Littlejohn, S. W., (2009). "Advertising Theories". Encyclopedia of Communication Theory 1. SAGE. p. 19.
Martin, Brett A. S. (2003), "The Influence of Gender on Mood Effects in Advertising", Psychology and Marketing,20 (3), 249–73.
Matt H., (2012). Brand failures: the truth about the 100 biggest branding mistakes of all time, Kogan Page Publishers, pp. 219, 266.
Mick, Devid Glen (1986). "Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance". The Journal of Consumer Research 13 (2): 196.
Saleem, Salman., Abideen, Zain Ul., & Latif, Abdul (2010). Few Determinants of Compulsive Buying of Youth in Pakistan. European Journal of Social Sciences, Volume 17, Number 4, pp. 521-535.
Tirmizi, M. A., Rehman, K. U., and Saif M. I. (2009). An Empirical Study of Consumer Impulse Buying Behavior in Local Markets European. Journal of Scientific Research, 28 (4), 522-532.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Outdoor Advertising Essay
  • Advertising Nigeria Essay
  • Evolution of Advertising Essay
  • Advertising in Outdoor Media Essay
  • advertising Essay
  • Advertising Essay
  • Advertising Essay
  • Essay on Advertising

Become a StudyMode Member

Sign Up - It's Free