CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF STUDY

Advertising as a concept, can be defined as a form of communication through the media about product, services, ideas, personalities or organizations, paid for by an identified sponsor writer Alide in Okunna (2002: 99).

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

Advertising is also controlled, identifiable information and persuasion by means of mass communication media. Defined by Wright and Zeight (1982:10).

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 terms advertising was coined from the Latin word \\"advertere\\" which mean literally means to draw attention. This is when you are getting the evidence mind in a product, notifying or informing somebody/people of something. There is no doubt that advertising has brought prosperity to different countries of the world through different means. It has helped in speeding up the introduction of new inventions and has most importantly widened markets for mass-produced goods and services. Consumers of industrial goods and service and all over the world today enjoy the choice of a wide variety of such goods and services.

Advertising has also been of immense benefit humanity and has contributed in no small measure rapid industrialization and expansion processes all over the world. Infact, advertising has contributed in making the world a better place to live in. Tracing the history of advertising however, it is evident that its practice is as old as man. Weppner (1979) in Okunna (2002: 85) reveals that advertising seems is be part of human nature evidenced since ancient times.

Groom in his own view stated that \\"advertising\\" was first century AD and has been employed ever since in one form or another\\". It has no specific date, any way, but Groom further maintains it as an instrument of marketing in the past 4000 B.C.E. Highlighting its existence in a Nigeria advertising has been part of commercial activities even before the arrival of whitemen remarks Abayomi in Okunna (2002: 86) Quoting Ogbodo (1990), Abayomi in Okunna pointed out the common practices in our locality like town criers do, hawking and display of available waves were the earliest method of advertising in Nigeria. This is still obtainable in the free-market these days as sellers cry above their voices to draw the attention of buyers to their waves.

The introduction of modern advertising in Nigeria was made possible in 1859 by a newspaper called \\"Iwe Irohin\\". It was owned by an English Reverend gentleman known as Henry Townsend. It was an eight page newspaper with four pages English version and four pages \\"Yoruba\\" version. This newspaper attracted a lot of readership, this creating space for advertisement on births, weddings and obituaries, vacances for houseboys and maids, church activities, ship schedules and other social events.