How Much of the Culture of Britain Spilled over into Nigerian Advertising? A Critical Appraisal
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
Dr. Samuel K. Tesunbi
Founding Coordinator, Advertising/Public Relations Program, School of Information Technology and Communications, The American University of Nigeria