CHAPTER ONE
INTRODUCTION
1.2 BACKGROUND OF THE 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 Wrignt 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”.
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