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ISSN: 1496-6603 (digital)  
Publisher: University of Toronto Press 

 

Volume 3, issue 4, 2003
Article

Critical Analysis of Cultural Values Found in Nigerian Mass Media Advertisements

Emmanuel C. Alozie

Abstract

This study uses critical cultural analysis to ascertain the cultural values and ideas manifested in advertisements in Nigerian mass media advertising. Nigerian advertisements use Western and traditional cultural values, but neither traditional nor Western values and appeals are dominant. Family and savings serve as the most consistent forms of appeal used in Nigerian advertisements. Family is related to other values such as love, care, protection, and investment. Western values such as individualism, image, youth, and exploitation of nature are also used.

Author:
Emmanuel C. Alozie
Title:
Critical Analysis of Cultural Values Found in Nigerian Mass Media Advertisements 
Journal:
SIMILE: Studies In Media & Information Literacy Education, Volume 3, issue 4, 2003, p.1-12
 
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