CHAPTER
ONE
1.0 Introduction
1.1 Background to the Study
All over the world, people and
companies utilize advertising to a good advantage. In the keen competition
encounter in world regional and local markets, businessmen are aided by the
sales producing force of advertising.
Not only that skillfully planned and
directed advertising only at home, but also abroad overcome prejudice combat,
foreign competition establish new habit, build good will creates employment,
increase productivity, multiply sales and thus, lay a solid foundation for
sustainable economic development of any country, one analysis contend that
advertising is one of the most powerful socializing force in culture.
Advertising sells more than product.
It sets image value, goods and concepts of who we are and who we should be. It
shapes our attitudes and our attitudes shape our behaviour. Ahunaya (2004).
Advertising power goes beyond the
selling of goods; it promotes a consumer life-style, a global culture that
centres on material things. A television commercial normally says “and now a
few words from our sponsors”. Sponsors are companies or individuals that pay to
have their product advertised, while the “few words our sponsor” have become a
deluge sponsor still financially support the newspaper and radio.
According to the Encyclopedia,
Americana (2004). Advertising began around 3200 BC. When the Egyptian stenciled
inscription the names of kings on the temple being built. Later they wrote runaway
slave enouncement on papyrus – sign boards were placed outside doors in Greece
and Egypt around 1500 B.C. Perhaps the most important event in history of
advertising was the printing of the Gutenberg Bible about 1450 to 1455 – the
first time that western man used the principle of moveable type. In about 1477
in London, the first printed advertisement in English announced a prayer book
sale. The first newspaper advertisement appeared on the back paper of in London
newspaper in 1625. The easily town crier was also a “medium of advertising.
Advertising has since been seen to
help in economic development in ways of creating Jobs, sponsoring sports, and
the art helps to provide affordable media which encourages competition,
improves product, keep price low and enable people to make informed buying
choices Eluwal (2005).
The
impact of advertising does not stop at the economy but also has influenced the
youths greatly by sensitization, social interaction, modification and other
wise. Therefore, the researcher is using Osun State Polytechnic, Iree, students
as a case study. Advertising makes students too materialistic. Advertising
affects their value system because it suggests to them that the means to a
happier life is the acquisition of more things. It encourages students to go
for costly material like automobiles, clothes, mobile phones,
electrical/electronic appliances and also expensive fashionable beauty
materials, [Baran:390].
Advertising
has influence students of Osun State Polytechnic, Iree by making them
materialistic, it affects their value system, makes them think that life is
just about acquisition of more things instead of spiritual or intellectual
enlightenment in the following ways:
v Advertising
makes students change products not minding the effect of that products on them
(cosmetic and drinks).
v It
shapes students tastes, habits and customers.
v It
suggests that consumer can enjoy more nourishes foods, more attractive clothes
more confer table homes.
v Advertising
creates in students liking and preference for a product.
v Advertising
stimulates thought about a new product to its consumers.
v Advertising
makes sure that all information about product is communicated to it consumer
(feature, location of sale).
v Advertising
with its persuasive nature, builds brand preference and loyalty in it
consumers. Ozoh (1998)
v Also,
students because of advertising are restless and dissatisfied with what they
have nurturing and creating endless desired.
A
researcher, Alan in his write up says that “Advertisement like our age, are
material, hedonistic image management, and fashion driven, they glorify the
individual, idealize consumption as the route to personal fulfillment and
affirm technological progress as the motive force of destiny”. Eluwa (2005).
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