1
CHAPTER ONE
INTRODUCTION
1.1. 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
2
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”.
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,
3
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 massproduced 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
4
(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.
5
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.
Abayomi
in
Okunna
(2002:
86)
records
that
other
newspaper such as the logos observer, the Eagle, the Lagos
critic
and
others
joined
the
music.
The
business
of
advertising enjoyed a great boast in the 1920s as notable
companies such as Releigh Bicycle, PZ, lever Brothers,
Cadbury, Ovaltine and others sprang up to patronize the
services of West African Publicity (WAP) who provided
6
advertising services like radio and television there was a
considerable advancement in Radio/TV advertisement for
over four decades. This began with the establishment of
Western Nigeria Broadcasting Services (WNBS) and Western
Nigeria Television (WNTN) by the defunct Western Religion,
Okunna.
At this point, it is pertinent to note that the practice of
advertising in Nigeria has been legalized. The legalized was
masterminded by APCON which was established by Decree
55 of 1988 amended by Decree 93 of 1992.
The APCON, as produced by the code of advertising practice
is charged with the responsibility of among other things.
a).
Determining who are advertisers
b).
Conducting examinations in the profession and,
c).
Regulating and controlling advertising in all this aspects
and ramifications.
7
The strict adherence to the provisions of this, code has really
made advertising an interest oriented, fascinating and
fantastic professions.
In recent years, the practice of advertising no longer enjoy
its good essence. Following the introduction of fraudulent
and unethical practice in the business of advertising the
profession is fast loosing credibility and interest.
The code of Advertising practice catalogued the essence of
good advertising as outlined below. The codes provides that
all advertisement in Nigeria should;
a).
Be legal, decent, honest, truthful and respectful of
Nigeria’s culture.
b).
Be prepared with a high sense of social responsibility
and should not show disregard for the interest of
consumers and the wider Nigeria society.
8
c).
Conform to the principles of fair competition generally
accepted in business and fair comment expected in
human communication.
d).
Enhance public confidence in advertising.
Unfortunately advertisers have chosen the unethical means
of practicing this profession, neglected the good sense of
advertising which revolves around social responsibility.
In his words, Osunbiyi (1999:27) “advertising on the whole
can be rumours, ie it can be deceptive and misleading. It
can manipulate the “vulnerable psyche”.
No doubt, advertising can be ruinous when some illegal
advertisers make claims that are untruce about a product of
services.
As the consumers of such product testifies that the claims
surrounding the product are not time, he automatically stops
patronage.
9
Osunbiyi (1999:31) reiterates that deception perhaps, is the
worse criticism of advertising in that it is assumed that
information given is just to deceive the public. Categorically,
we can view the effect of unethical practice of advertising
from many angels.
Fort the most part, same advertisement are deception
oriented
for
instance,
most
naturalistic
hospital,
both
registered and unregistered, go on air or magazine pages to
advertise their products. They make false claims that they
cure a lot of ailments, when in actual sense, they may only
cure, say bellyache. People rush to by the drug or concoction
and eventually worsen their earlier situation. Close examples
are two naturalistic hospitals, 8 Jemeni Street and Dr. J.J.
Ogadinma Naturalistic Hospital along Ogaja Road, Abakaliki.
A more chronic effects of unethical practice of advertising is
‘passing off’,
10
Passing off is a situation where a producer of a given
product imitates, in a very close identify, the name, colour
graphic design, size and shape of a product of that with a
mark of quality, in order to enjoy plenty safes under the
umbrella of the original product.
It is a also a form of fraud in which a company tries to sell
its own product by deceiving buyers into thinking it is
another product.
It is also making some false representation likely to induce a
person to believe that the goods or service are those of
another. Passing off-to misrepresent that one’s business is
that of, or connected with another, in a way likely to cause
damage. The implication of this ugly act is that is attracts
loss of loyalty and patronage to the ‘main’ product. Hence, it
affects the economic viability of such company and their
product.
11
This is obtainable in almost all products in the market such
ones are TURA medicated soap which has another imitation
product called TULA. Most people, especially the less
lettered, who had been enlightened about tura soap quickly
buy the ‘TULA’ with the mind frame that is the same thing as
the original one.
A product like Philip electric iron is not exempted in the
passing off. It has imitators like Philip and Dhilip in radio.
Other electronic gadgets like SONY products are plagued by
such ones like sunny, sonic, sony-multi, sony prestige etc.
In BYG products we now have GYC, BIC, VIC, BYG, all
sounding almost the same, with the same design not
qualitative, thus attracting bad name to the product. Talk of
Bournvita food drink, Bomvita, Bovita, Bonveta etc have
filled the market, making it difficult for customers to identify
the real one.
12
In fact, the list is in exhaustible. Over the years, vitafoam
has been noted as a long lasting, soft and qualify mattress.
It has been enjoying good name, hence its sustain ability in
the market vitafoam is not left out in the “Passing off
problem and its effects.
In this work, the researcher has chosen VITAFOAM product
of VITAFOAM NIGERIA PLC, Aba, for a case study.
BRIEF HISTORY OF VITAFOAM NIGERIA PLC
The foam company known as vitafoam Nigeria Plc today is
an offshoot of Vita international limited, an internationally
renowned products of all kinds of quality mattresses,
cushions, pillows and upholstery sheetings.
Vitafoam is less tossing and turning by evenly distributing
the body weight and it create better blood circulation.
13
Vitafoam Nigeria Plc was incorporated in Nigeria as a private
company on 4th August, 1962.
In 1963, the company opened its first factory at Ikeja, Lagos
State for the production of latex form mattresses. The
installation of its first urethane foam production plant in the
Ikeja premises in 1966 paved way for the production of
carpet underlay, fibre pillows, rigid urethane insulating
materials and Vitabond Adhesive.
Beside the Ikeja factory which is vitafoam Nigeria became
the first foam manufacturing company in Nigeria to win the
much converted international quality award NIS ISO 9002
certificate for the manufacture and sale of flexible and rigid
poly urethane foam, fibre pillows and adhesive.
Thus emphasizes their quality policy which states thus: Our
policy at vitafoam Nigeria Plc is to continually provide goods
and services and conform to international standard and
surpass customers expectations at a price that represents
value.
14
Vitafoam battles with identical mattresses with such brand
names
as
vitafoam,
vitafoam,
vitafoam,
mitafoam,
mitafoam, vitafosfoam, vitalinefoam etc.
Worthy of note is that these imitators have contributed a lot
to deceiving vitafoam customers to make wrong choices,
thereby losing their loyalty to the company. As a parts of the
provisions of APCON Code of Advertising Practice under
medical
products
and
treatments
(4.7:12)
“no
advertisement should claim that the product, medicine or
treatment advertised will promote sexual virility or be
effective in treating sexual weakness, or habits associated
with sexual excess or indulgence, or any ailment, illness or
disease
associated
with
these
habits”.
Even
the
pharmaceutical companies, these days make claims that a
given drug can cure a member of diseases. But all are based
on false claims.
15
1.2. STATEMENT OF THE PROBLEM
In the bid to maximize profit in the prevalent get rich-quick
syndrome of some fraudulent entrepreneurs, some indulge
in ill-practice of advertising. These unethical practice thus,
endangers the well-being of the society and the Nigeria
culture in particular. Absolute social responsibility to the
customers of advertised goods and service is not ensured
due to the fact that buyers are often misted by chronic
imitators. As a result of a lot of people haven fallen victim of
the unethical practice of advertising known as passing off.
This has been a serious problem facing the Advertising
Practitioners Council of Nigeria (APCON). The researcher in
this, study, attempts to find in solution of these problems
aforementioned and to particularly evaluate its effects to
vitafoam, as a product and measures the company has put
in place to correct the problem.
16
1.3. OBJECTIVES OF THE STUDY
This research work aims at bringing to limelight why illegal
practice of advertising is on the increase. That is evaluating
why some advertisers neglect the laid down ethics of
advertising to pass through the “backdoor” it would also pinpoint
the
set
of
advertisers
who
practice
advertising
unethically.
Most importantly, it would look into the extent of effects
unethical practice of advertising has caused. This study
would also more whether APCON has devised other strict
measures to penalize illegal practitioners.
1.4. SIGNIFICANCE OF THE STUDY
It is the belief of the researcher that this study would serve
as immense useful purpose to its potential and prospective
users. Students, scholars, consumers of goods and services
policy
makers,
advertisers,
advertising
agencies
and
17
advertising researchers would stand to gain a lot from the
facts contained in this work. This study upholds the high
standard of an ideal advertising practice and therefore
benefits
the
advertisers
and
feaming
consumers
of
advertised goods and services. It serves as an eye opener to
a good sense of advertising because the interest of the
consumers is paramount.
After close study of this research work, the evil effects of
unethical practice of advertising will be drastically reduced, if
not bought to an end.
1.5. RESEARCH QUESTIONS
To provide a framework for eliciting solution to the research
problems, it is necessary that some research questions be
formulated.
A number of research questions are hereby given below for
this reason.
18
1.
Why
do
some
advertisers
neglect
the
ethics
of
advertising practice?
2.
What effects have unethical practice of advertising
caused?
3.
Has APCON stipulated any measures to curb illegal
advertising?
4.
Does advertising lack professional application?
5.
Why are the media involved in promoting illegal
advertising?
1.6. RESEARCH HYPOTHESES
H1:
Some advertisers neglect the ethics of advertising practice.
Ho :
Some advertisers do not neglect the ethics of advertising
practice.
H2: Unethical advertising practice has effect.
H0: Unethical advertising practice has no effect.
H3: APCON stipulated measures to curb illegal advertising.
19
H4: Advertising lacks professional application.
H0: Advertising does not lack professional application.
H5: Media involves in promoting illegal advertising.
Ho: Media do not involve in promoting illegal advertising.
1.7. CONCEPTUALLY AND OPERATIONAL DEFINITIONS
In the interest of the render, this writer wishes to outline
and explain some key concepts used in this study. They are
necessary to guide the reader to note the exact meaning of
the words, expressions or phrases as used in the passage for
easy understanding.
Possibly, a word might have more than one meaning and
this study taken operationalized the concept as far as this
project work is concerned.
CONCEPTUALLY DEFINITION
EFFECT means something that brought about by a cause or
agent, a result, it is the power to produce an outcome or
achieve a result.
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UNETHICAL
means
not
connected
with
beliefs
and
principles about what is right and wrong. It is not morally
correct acceptable. It is means of promoting advertising.
PRATICE it means that it is a way of doing something that
is usual or expected way in a particular organization or
situation.
ADVERTISING it is a form of communication intend to
persuade if viewers, readers or listeners to take some
action.
It
is
an
exciting,
dynamic,
and
challenging
enterprise. Its often pervasive, fascinating and materialistic
nature makes it an object of criticism and misunderstanding.
Advertising is also a profession in which a body of experts in
involved
in
the
conceptualization,
planning,
creating,
packaging and placing of advertisements on the media.
NIGERIA-Nigeria is a country in West Africa sub-region
within the African continent which got their independent in
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1960. The evolution of Nigeria state was the creative
ingenuity of the British Colonial Masters, especially, lord
Lugard, who in 1914 amalgamented the Northern and
Southern protectorates in the Nigeria area and thus created
one of the largest countries in Africa called Nigeria.
Nigerian is a geographical/entity area that contains many
nations and state.
VITA FOAM is defined as a means of tossing and turning by
evenly distributing the body weight. It is a foam that we lay
down on when sleeping for a comfortable relaxation after
work, activity or when we are tired even feeling sleeping.
OPERATIONAL DEFINITIONS
EFFECTS
The word effect can be defined in two dimensions. On one
hand, it could be regarded as negative and on the other
hand, positive. Effect is the negative, what affect the
22
vitafoam in Nigeria in terms of advertisings both in positive
and negative.
The Oxford Advanced Learner’s Dictionary explains effect in
the form of change that yields a result. For instance, one
can ask, what is the effect of your discussion? But for this
work, an effect means the negative results of unethical or
unprofessional practice of advertising on the consumers.
UNETHICAL
This is obtainable when there is a deviation from what is
supposed to be. That is to say that one may have exhibited
an unacceptable behaviour against ones organization or
society where the person finds himself.
Negative practice by vitafoam advertisers in Nigeria.
To this end, unethical here means paying no regard to the
laid down principles of advertising.
23
PRACTICE
When we say practice, if entails the practicality of what is
said, as in theory and practice. In football, for instance,
there is a time when the players are told what to do with the
football. And they yet to perfect in those lectures by
practicing what is taught them.
ADVERTISING
Advertising, like other promotional techniques informs,
persuades and reminds. It can change consumer’s, beliefs,
attitudes, images, and behaviour. But for advertising to be
effective on a national level, enormous expenditures are
required. Advertising is a giant industry.
Advertising is an avenue of creating awareness of vitafoam
in Nigeria.
24
NIGERIA
It is a geographical entity or area that we practice
advertising. It is also a continent in African or a country in
West Africa sub-region within the African continent were
advertisers shows unethical practice.
VITA FOAM
It is a company which practices advertising of foam in
Nigeria. A company under the Nigeria study of foam advert.
1.8. SCOPE AND LIMITATIONS OF THE STUDY
It is important to point out that the scope of this study is to
the vitafoam Nigeria Plc to determine the effects of unethical
practice of advertising in Nigeria.
The case study is a renowned company which produces
quality
mattresses,
cushions,
pillows
and
upholstery
sheetings. The researcher’s choice of this area as her scope
25
of study is for her generate data capable of representing the
needs find answers to the research questions.
Also it is to use a company that has the same business and
environmental characteristics with the within the target
population. This is to a largest extent will lead to the validity
and reliability of the instruments used for the study.
Despite all these opportunities, a lot of obstacles were
encounted by the researcher during the process of putting
the project together.
Among them are:
a).
Time Constraints: A limited time frame was allotted
to the research for gathering of data and sourcing to
research materials.
b).
Finance: Money was required at all stages of this study
but could not gotten easily.
26
Effort was made by the research to ensure that the
research was carried out under conditions that led to
scientifically
valid
conclusion
despite
the
financial
problem.
1.9. ASSUMPTIONS OF THE STUDY
In this study, it is simply assumed that any study on the
effects of unethical practice of advertising in Nigeria is a
welcomed development. The assumptions of such effects are
therefore based on a case study of vitafoam Nigeria Plc.
Therefore the research study assumes that
i).
Some advertisers neglect the ethics of advertising
practice.
ii).
APCON has stipulated some measures to curb illegal
advertising.
iii). Advertising lack professional application.
iv). The media are involved in promoting illegal advertising.
v).
Unethical practice in advertising cause some effects.
27
REFERENCES
Abayomi, S. (2002), Advertising Practice in Nigeria: Legal
Provision Sanctions and Professional Regulations in
Okunna, C.S. Teaching Mass Communication. A Multi
Dimensional Approach, Enugu New Generation Books.
Aliede, J., & Okunna, C.S. (2002), Professional Advertising
in Nigeria: A Road of Advertising Practitioners Council
of Nigeria (APCON).
Biffner, J.R. (1989), Introduction Mass Communication. New
Jery: Prentice Hall Inc Englewood.
Bldemi, O. (1999), Advertising Principles and Practice.
Abeokuta: Zedekayat Press Ltd.
Ifedayo, D. (1999), Law and Ethnics of Media Practice.
Lagos: Rothan Press Ltd.
Ozo, C.H. (1998), The Principles and Practice of Advertising.
Lagos: NELAG and Co. Ltd.
The Code of Advertising Practice, 2nd Edition 3rd August,
1998.
Bovee, R. and Arens, O. (1985), Contemporary Advertising.
Tuinois Richard D. Irwin.
2003 Annual Report and Accounts, Vitafoam Nigeria Plc, Rc
3094.
28
CHAPTER TWO
LITERATURE REVIEW
2.1. SOURCES OF RELATED LITERATURE
This chapter basically examiners the contributions of some
experts, practitioner and scholars of advertising toward the
sustenance and maintenance of social responsibility as a
demand that must be met in order to have a cordial interlink
between the advertisers and the patronizers of advertised
goods and services.
Categorically, it evaluates the extent of effectiveness of their
contributions in solving the problems created by unethical
practice of advertising. There is no doubt that these
contributors
importance
have,
of
from
time
advertising,
to
time,
highlighting
analyzed
its
laid
the
down
principles and the effects of its unethical practice, especially
as it concerns the social responsibility to consumers.
29
2.2. THE REVIEW
2.2.1. IMPORTANCE OF ADVERTISING IN ENHANCING
SOCIAL RESPONSIBILITY
Advertising
is
considered
effective
and
result-oriented
whenever it is seen to be responsible to consumers. In other
words, the message given by the advertisement must be
accurate and truthful. Supporting this view, William Wells
(1995:52) states thus:
Conversely, if you believe that
advertising mirrors society, you
will think that advertisers have a
responsibility to ensure that
what is portrayed is accurate
and representative.
In this regard, if it assumed that through advertising, one
can be enlightened or be made aware of a given product or
ideal. Taking cognizance of how advertising benefits the
society, Osunbiyi (1999:38) maintains.
30
Economically, it encourages the
development of new and better
products thereby giving consumers
a wider variety of choices; it keeps
prices
down
and
encourages
competition.
Overtly, Osinbiyi’s position that advertising does a big job
for the people who goes a long way to portray that when
any available product or idea is backed up by advertising i.e.
creating awareness, the people (consumers) would be given
the opportunity to search for such available products. This is
a demonstration of social responsibility, using advertising.
And in doing this, a clear-cut choice is established, thus,
unveiling a scenario where information about health and
social issues would be made known. For this reason the
APCON’s
code
of
Advertising
Practice
Provides
that
advertising should” be prepared with a high degree of social
responsibility and should not show disregard for the interest
of consumers and the wider Nigerian society”.
31
As we talk about being socially responsible, we still witness
untruthful advertisement, which tend to deceive consumers.
If advertising should enhance social responsibility, it must
endeavour to be honest about the advertised products; it
must be decently presented/prepared and truthful passed
across.
Affirming this, an international advertising agency called
Benetton says. Advertising is not just the selling of a
product. It has an equal social obligation to something
move. (1995:44).
Although, Benetton did not critically and clearly explain the
nature of “equal social obligation” it is talking about, it is
assumed that the agency is obliged to be responsible to the
liking of its numerous customers who may need their
services.
32
In the opinion of an advertising Professor, Charles Sandage,
in
evaluating
how
much
advertising
enhances
social
responsibility sees the role of advertising as:
Helping society to achieve abundance by
informing and persuading members of
society with respect to products, services
and ideals (p. 14).
The Professors evaluation posits that the people have the
right to be informed. If possible through persuasion.
Otherwise, the advertiser would be getting it all wrong. This
buttresses the fact that whether it is an idea, product or
service
that
is
marketed,
the
demographic
and
psychographic factors of the target market/audience must
be considered. Unfortunately, most advertisers of good and
services show disregard for the need to explain or teach
their consumers how to use the advertised products. As a
result, some people, especially the less-lettered ones,
misuse and abuse the product. Undoubtedly, they are not
33
living
up
to
the
social
responsibility
roles
through
advertising.
Wells and Colleagues pointed out that advertising.
Informs us about new and improved
product and teaches us how to use these
innovations. It helps us compare products
and
features
and
make
informed
consumer decision it mirros fashion and
design trends and contributes to our
aesthetic sense.
Most importantly, puffery, which is sales representation that
praises an item to be sold, using subjective opinions,
superlatives and exaggerations to sell a product has been
the bane of social responsibility. In the first place, the
advertisers are not being truthful and honest. Therefore,
they cause consumers to double into patronage that will
betray their loyalty for that brand, after wards. However, I
believe that vitafoam plc has been truthful enough to sustain
their business over the years because of their quality
34
product. Evidently, if there is a poor quality one, the
company would have folded for lack of patronage.
It is obvious that most advertisers and marketers alike have
no concern for the consumers, other than to minimize profit.
While analyzing the violent impact created in the American
society through the sale of handguns by Smith and Wesson’s
Corporation, it was revealed, as in their own case too, that
some companies have made changes out of a sense of social
responsibility. Mc Daniel (1998:12)
Indeed,
this
need
to
think
about
effects
advertising
messages can have on the consumers is very essential. That
is why the Smith and Wesson’s Corporation has thrived,
over the years. If millions of companies would borrow such
social oriented idea, I think, there will be a favourable link
between the suppliers and the consumers.
35
Borrowing the marketing term called “marketing concept”
which emphasizes satisfaction of consumers’ needs by a
given organization, Ferrel, (1995:9) contends that
an organization should try to provide
products that satisfy customers’ needs
through a co-ordinated set of activities
that also allow the organization to
achieve its goals.
Ferrell’s contention posits that organization should always
show responsibility to the public (society by attempting to
satisfy through providing high quality products and customer
service rather than making abnormal profit, our of inferior
but quality products.
However, “business people have not always believed that
the best way to make sales and profits is to satisfy
customers’ argues Henry Ford in his marketing philosophies
for cars in the early 1900s.
In his “Marketing” book, Pride (1995) while highlighting the
nature of social responsibility states.
36
Social responsibility in marketing
refers to an organization obligation to
maximize its positive impact and
minimize its negative impact on
society.
Regarding the increasing neglect of the philosophy of social
marketing concept, marketing scholars pose the question:
Are companies that do an excellent job of satisfying
individual consumer wants necessarily acting in the best
long-run interests of consumers and society?
This question arises because it is widely noted that most
companies or organizations hardly take the obligation of
being socially responsible seriously. In the same vein, Chris
Sainbury in his article “Marketing, Advertising and Consumer
Behaviour” highlighted the importance of ensuring effective
public relations, which is geared towards sustaining social
responsibility. In his words
37
For British American Tobacco, the issue of public relations is
key to their funding of a well respected university. The
funding of such a university by the company connotes social
responsibility ------- is actively contributing to education in
this country.
Advertising places emphasis on materialism. That is to say
that it serves as a stimulating factor, which tells the
consumer the quality of product and probably the available
price list.
In a contrary view, Arnold Tonybee, as evaluated by
Osunbiyi (1999: 28), argues that
Even if there is no poverty in the world,
advertising is still evil because it
stimulates unrestrained desire which is
against the teachings of world major
religions.
Tonybee believes that advertising should not turn out the
best product to the consumers. Perhaps, this would engineer
38
much cost on a given product at the expense of majority of
the people. But he forgot that the consumers should make
do with the best as a mark of social responsibility to the
consumers.
Basically,
the
idea
of
enhancing
social
responsibility in advertising is linked in bringing to limelight
the potency of morality. This tells us that “anything worth
doing is worth doing well”, especially for the benefit of
greater majority of the people. Therefore, producers are
expected to attach importance of satisfying their prospective
and potential consumers. This will serve as a testimonial to
their being socially responsible.
Considering this the code of Advertising Practice, p. 8,
provides
that
advertisements
must
not
use
visual
illustrations or sounds that offend public taste and deceny.
In particular, no obscence or offensive exposure will be
allowed in any advertisement.
39
“Marketers are expected to exhibit social responsibility and
ethics” Alide (unpublished lecture note). Explaining further,
he stated that this would enable marketers to understand
the wishes and needs of the consumers, as well as the
trendy nature of consumer expectations.
Noughton (1998: 19) espoused that the social responsibility
of advertising arises from the social values of the society
and the business environment in which it is practiced.
This means that the faste of the mass consumers would be
met,
without
which
it
will
culminate
in
“Social
Irresponsibility”. Seeing social responsibility as a panacea to
good advertising, Bovee and Arens (1994: 43) maintains
that social responsibility mean doing what society views as
best for the welfare of people in general or for a specific
group of people.
40
2.2.2. THE POWER OF PERSUASIVE COMMUNICATION
IN ADVERTISING
Advertising is embedded on communication. This is where
comes into play. It is like personifying communication. Every
advertising message is geared towards effecting a desired
action. For instance, if the text of a message reads:
“experience the luxury therein”, you cannote feel the luxury,
unless you are moved to do a purchase and then undertake
the experience which is actionable.
According to Bovee and Arens (1994: 239 – 240) In
developing the message strategy, the copy writer (or
creative director) needs to create a copy platform.
This is expedient in the sense that the copy platform
answers the basic questions of
1.
Who is the most likely prospect for the product?
2.
Why? i.e of what needs or wants does it appeal to?
3.
What product features satisfy the consumers’ needs?
41
4.
Where
and
when
will
these
messages
be
communicated?
5.
Finally, how should this be communicated?
Buttressing the fact that advertising is communication, O’
Guinn (1998: 9) states thus:
Communication is fundamental to life
itself. Advertising is communication. To
understand advertising at all, you must
understand
something
about
communication in general, and mass
communication in particular.
O’ Guinn and colleagues still write that
Advertising that attempts to persuade is
high-engagement advertising. Its goal is
to convince the consumer, through a
form of commercial discourse, that a
brand is superior. O’ Guinn (1999: 285).
This implies that an advertiser cannot and should not just
say anything as a message to market a given product or
idea. He considers a significantly high level of cognitive
engagement with the consumer upon whom the product is
being given.
42
According to Mac Bride (1981: 3)
communication maintains and animates
life. It is also the motor or expression of
social activity and civilization, it leads
people and peoples from instinct to
inspiration through variegated processes
and systems of enquiry, command and
control, it creates a common pool of
ideas,
strengthens
the
feeling
of
togetherness
through
exchange
of
messages and translates thoughts into
action, ---- to supreme manifestation of
creativity.
Mac Bride clearly given a explanation of how communication
works, even in advertising. For the most part, it must
animate life. In other words, the consumer, having seen and
read the advert message is bound to act according to
content of the message. For instance, the vitafoam single
says, “year after year, vitafoam cares”. It informs the buyer
that the foam is a long-lasting one; retable and comfortable,
etc. With these appeals, the buyer is moved into action.
It is noteworthy that most products that attract much sales
happen as a result of carefully selected words that are
43
capable of convincing the buyer to make a purchase of that
product.
It
does
this
in
a
persuasive
manner.
The
advertising messages are created in a way they will be
recited and remembered, with a unique quality, in the minds
of the consumers always.
Supporting this view, Evans (1992) quoting starch, stated
that for an advertising to be successful, it must be seen,
must be remembered, must be believed; must be acted
upon.
Adopting the opinion of Starch, Reeves (1961) espoused
that:
The consumer rends to remember just
one thing from an advertised one strong
claim or concept; ---- Each advertising
must make a proposition to the
consumer. The proposition must be
strong that it can move the mass
millions, i.e, pull over customers to your
product.
44
Taking about persuasive communication in advertising,
Evans R.B. (1992: 24) highlights:
The
persuasive
effectiveness
of
advertising depend on one or more of the
following: the message (what is being
said and how it’s being said), the
communicator
(who
says
it),
the
recipient (the audience) and the medium
of communication.
Osunbiyi (1999: 163) while studying the power and link
between advertising and communication states thus:
Communication is the mould from which
advertising is cast. In every advertisingmessage-is the bottom-line those words
and images that combine together to
influence opinion regarding a product,
service or idea. He further explains that
stripped
of
words
and
images,
advertising
becomes
an
empty
profession. Messages then are the
jugular
of
advertising
and
communication stands as its hallmark
and its pivot.
Stressing
the
persuasive
nature
of
advertising
communication, Evans R. (P. 164) has this to say: There is
45
however, a marked difference about communication in
advertising. Every communication in advertising is intended
to be PERSUASIVE.
In
today’s
market,
products
are
too
numerous
that
consumers are thrown into the problem of choice. Being
aware of the cut-throat competition, advertisers tend to
employ all types of persuasive language that may appeal to
the buyer. This is exactly how most consumers are Lured
into buying some products, services or ideas that could
cause a dangerous effect.
Doing a research on the level of persuasion in advertising
messages Ozo (1998: 166) points out that:
Persuasibility tests have been designed
to measure the degree to which an
advertisement
can
persuade
the
prospects towards certain behavioural
dispositions --- the persuasibility of an
advertisement is often determined by
what it is communicating and how it is
doing that.
46
The original nature of advertising makes it to be persuasive
and not just being objective, informative and neutral.
William
Wells
and
Colleagues
(1995:
47)
maintain:
Advertising, by its very nature, fries to persuade the
audience to do something.
2.2.3. FACTORS AFFECTING BUYING BEHAVIOUR
Before a consumer moves into action to buy any advertised
product, certain factors might have contributed to that
effect.
In respect to this, Smith (1998: 85) says:
Whether in the industrial or consumer
market, or services, buyers respond in
different ways to the barrage of marketing
communications that are aimed at them.
According to Philip Kofler (2003: 183) A consumer’s buying
behaviour is influenced by cultural, social, personal any
psychological factors. Cultural factors exert the broadcast
and deepest influence.
47
CULTURAL FACTORS
It is said that culture is the fundamental determinant of a
person’s wants and behaviour because the setting of
background from where a person is raised has so much to
say about what he desires or wants. This owes to the type of
values, beliefs, norms, and tradition or custom he acquired.
For instance, most Ebonyians, especially the rural dwellers
are used to local bed made of woods or slashed bamboos.
Unfortunately,
they
are
not
fully
enlightened
about
mattresses, not to talk of knowing the original ones.
Kotler says that: The growing child acquired a set of values,
perception preferences and behaviours through his or her
family and other key institutions.
SOCIAL FACTORS
A consumer’s buying behaviour could be influenced by such
social factors as reference groups, primary and secondary
48
groups and inspirational groups. Reference groups are the
set of individuals that can directly or in directly change a
consumer’s buying behaviour; why he should buy a certain
product and forgo a given one.
Primary groups such as families, friends, neighbours and coworkers, whom the consumer interacts with, can affect his
decisions to buy a desired product. To the secondary groups,
which comprises of religious, professional and trade union
groups,
a
consumer’s
motive
can
be
redirected.
For
instance, somebody who has preference for Panasonic
Television can automatically change his taste to Sony
Television because almost all his co-workers are using Sony
Television.
PERSONAL FACTORS
The buying behaviour of a consumer may be affected by his
age, status in life occupation, economic circumstances,
49
personality
and
self-concept.
A
buyer’s
age
bracket
contributes immensely to the type of product, services, that
appeal to him. Taste in clothing, furniture, recreational
facilities, etc is highly related to a buyer’s occupation and
economic circumstances.
Other important factor in personal factor are the lifestyle
and personality. A person’s lifestyle has to do with his
pattern of living; the distinguishing features that make him
who he is. Therefore, the higher a person’s personality, the
higher his taste of products. For instance, the wealthy men
in the society, especially high public office holders often go
for the latest and costly brand of cars.
PSYCHOLOGICAL FACTORS
Motivation, perception, learning and beliefs and attitudes are
the four major psychological factors that influence a person’s
buying choices. When one is intently motivated to buy a
50
product, the person perceives the product, not only seeing it
and feeling it, but also moves into action by buying it. He
learns about the product by acquiring certain experiences. If
the product is favourable to him or meets his taste, he
automatically develops a belief and attitude on the product.
INCOME
Besides the aforementioned factors, source of income of a
buyer becomes a serious determinant to what he may not
purchase. Sometimes, because a buyer could not afford the
money for a quality product, he may go for the relatively
cheap one. This, however, often fails the consumer.
We can also view the favours, source of income of a buyer
becomes a serious determinant to what he may or may not
purchase. Sometimes, because a buyer could not afford the
money for a quality product, he may go for the relatively
cheap one. This, however, often fails the consumer.
51
We can also view the factors affecting buying behaviour
from different models of buying process. Smith (1998:
9294) examines this THE SIMPLE MODEL OF BUYING
PROCESS in this model, the problem is recognized. If further
generates search for information and its evaluation. A
decision is made to buy. After purchase, a post-purchase
dissonance is made which brings satisfaction, loyalty and
repeat purchase if the consumer was at home with the
product. And if he was not, it brings dissatisfaction and band
rejection.
Quoting
an
Advertising
Professor,
Ehrenberg
who
propounded the ATR model in 1994, this model holds that
consumers become Aware of a brand, try it (i.e buy it) and
are exposed to being Reinforced to make more purchase.
Other models are:
1.
AIDA, E.K. Strong (1925)
52
2.
3.
A
-
Attention
I
-
Interest
D
-
Desire
A
-
Action
AKLPCP by lavidge and Steiner (1961)
A
-
Awareness
K
-
Knowledge
L
-
Liking
P
-
Preference
C
-
Conviction
P
-
Purchase
AIEA, E.M. Rogers (1961)
A
-
Awareness
I
-
Interest
E
-
Evaluation
A
-
Adoption
53
4.
UACCA, R.H. Coley (1961)
U
-
Unawareness
A
-
Awareness
C
-
Comprehension
C
-
Conviction
A
-
Action
These are the basic processes a buyer must likely undergo in
buying a product. For the most part, there should be interest
that will carry him through action.
2.3. THEORTICAL
FRAMEWORK:
Social
Responsibility
Theory Social responsibility theory is the theoretical frame
work for this study. This is chosen as a result of the
philosophy which according to Sicbert as quoted in Bittner
(1989: 348), “a press has the right to criticize government
54
and institutions but also has certain basic responsibilities to
maintain the stability of the society”.
This theory also asserts that “though the press should be
allowed to exercise their freedom, such freedom should be
accompanied which responsibility”.
Apparently, the theory is suitable for this study because it
champions social responsibility. It has the interest of the
masses at heart, hence the phrase “in the public interest,
convenience and necessity”. Bittner maintains that “even
though
the
press
is
expected
to
be
commercially
independent of government control, profits achieved at the
expense of public service are taboo”
This assertion underscore the need to think about the safety
of consumers of advertised products and services before
they are given out to the public.
55
2.2.4. MEASURES TO ENHANCE ETHICAL STANDARDS
IN ADVERTISING
To
curb
indecent,
illegal
and
unethical
practice
of
advertising, which in turn, generates barrage of ugly effects
on consumers of advertised goods and services, different
kinds of regulatory bodies have been established.
As Ozoh Itilary (1993: 190) puts.
The substantial parts of the law relating to
advertising however, is focused on the
regulation of advertising practice so as to
prevent injury to third parties and the
wider society in general.
The third parties referred to here as the consumers --- these
guidelines must be adhered to in the creation and execution
of advertisements for all media.
The advertising law stipulates among other duties:
 Not to defame others through such communication.
 Not to interfere with the privacy of others in the
process of communication.
56
 Not to pass off’ another’s.
 Not to infringe another’s copyright.
 To ensure that such communication is nor indecent or
obscene.
The most conspicuous of these offences is the passing off
issue. It is highly unethical that some advertisers conduct
their business in such a manner that people are misled into
thinking that a given product is the same as the one
identified before. This is most prevalent in vitafoam, which
has many identical imitation products. Poised to put a stop
to unethical advertising practice and to regulate advertising
in
all
its
aspects
and
ramifications.
The
Advertising
Practitioners Council of Nigeria (APCON) established the
Code of Advertising Practice in August, 1988, APCON is
vested with the responsibility of;
i.
Proclaiming the code
ii.
Enforcing the code
57
iii.
Pronouncing
and
enforcing
legal
penalties
for
violations of the code.
iv.
Prosecuting in the courts of the land cases of
violations of the code that so warrant.
The code of advertising practice clearly emphasizes the four
essence of good advertising as should be applicable to the
Nigerian Society. It states that advertisements in Nigeria
should: Be legal, decent, honest, truthful, and respectful of
Nigeria’s culture, be prepared with a high sense of social
responsibility and should not show disregard for the interest
of consumers and the wider Nigerian society;
Conform to the principles of fair competition generally
accepted in business and fair comment expected in human
communication;
Enhance public confidence in advertising (AD Code pg. 6) it
is not enough enacting an advertising law, APCON also
58
provided, under its section 21a for a body known as
Advertising
Standards
Panel
(ASP),
charged
with
the
responsibility of ensuring conformity with the prevailing laws
of the federation relating to advertising and its practice in
Nigeria. All the advertisements that are exposed on the
media must have been vetted by this panel.
Among its four sub-committees, they are responsible for a
category of advertisement’s below:
Food and Drug
Tobacco and Alcohols
Consumer Goods
Finance and Related Services (Ozoh 1998: 205)
On the contrary, a reformed advertising copywriter and
psychotherapist, Carol Norris (2002) sees advertising in a
different view.
Nowadays, you can hardly watch TV
for
five
minutes
without
some
commercial promising to cure the
59
application it encourages you to be
worried about. And as the drug
companies spend millions each year on
advertising, the formerly unethical is
now acceptable, ubiquitous.
While there are bodies striving to enhance ethical standard
in advertising, there are also a set of persons crumbling
their efforts, in the name of maximizing profit and market
sustainability.
Carol Norris recalls: And there was an ethic, in my agency at
least, of thou shall not distort facts beyond recognition and
thus shall be able to look yourself in the mirror after an
advertising campaign another measure used to enhance
ethical
standard
in
advertising
is
the
Federal
Trade
Commission (FTC) which started in America. The FTC is
charged, among other things, to regulate and interpret
deceptive advertising, as will as regulate unfair methods of
competition.
60
With regards to the unethical advertising practice certain
provisions have been made a regulate advertisement of
alcoholic beverages, which, no doubt, have caused some
children
to
delve
into
its
consumption,
resulting
in
misbehaviour or misdemeanor.
According
to
the
code
of
under
Timing,
“television
commercials for alcoholic beverages under class A must not
be aired before 8.00pm and those under class B, root before
9.45pm. Irrespective of this provision, alcoholic drinks are
being advertised every now and then on the television and
radio, not minding whether the children are watching TV or
listening to radio at that moment. Even at places of worship,
hospitals, schools, motorparks and sports arenas which the
code did not allow for display of alcoholic drink proffers,
advertisers still corrupt consumer’s mind towards dangerous
products.
Other provisions are that in
61
1.
TOBACCO PRODUCTS: The warning “the Federal
Ministry of Health warns that smokers are liable to die
young” should be written clearly and boldly on the
pack. This is usually unseen. Even when seen, is
written in very tiny letters.
2.
DIRECT MEDIA BUYING: This should be carried one
only at the approval of APCON. Unfortunately, the
greatest
effect
of
unethical
advertising
it
being
committed through this process. It is often witnessed
when an unresearched advertisement is given, as a
result of short time limit, which the client wants his
advertisement to be aired.
3.
POLITICAL ADVERTISEMENTS: They shall not be
deceptive or misleading in word, photograph, film or
sound. In other words such messages should not
employ take, distorted or unsubstantiated claims or
misrepresentations.
This
is
often
disastrous
and
62
portrays advertising as falsehood since the candidate
could not live up to his political promises, when he is
enthroned.
PRACTICE
OF
TRADITIONAL
AND
OTHER
ALTERNATIVE MACHINES
It provides that the practice of traditional and other
alternative medicines while not discouraged must conform
with the laws of Nigeria.
SECTORAL BODIES
The recognized sectoral associations through which APCON
regulated the practice of Advertising are
i.
The Advertisers Association of Nigeria (ADVAN).
ii.
The Association of Advertising practitioner of Nigeria
(AAPN).
iii.
The Broadcasting Organization of Nigeria (BON).
63
iv.
The Newspaper Proprietors Association of Nigeria
(NPAN).
v.
The
Outdoor
Advertising
Association
of
Nigeria
(OAAN).
As part of measures at standardizing the practice of
advertising; Okoro (1995: 181) outlines the control of food
and drug advertising as spelt out by the Food and Drug Act
Cap 150, enacted in 1976. He states that the law was
revised in 1993 by Decree 15, which established the
National Agency for Food and Drug Administration and
Control
(NAFDAC).
The
body
is
charged
with
the
responsibility of regulating advertising of food, drug and
cosmetic product in the interest of consumers, Okoro also
notes the provision of consumer Protection Decree of 1992.
From this decree, emanates the consumer education and
protection council of Nigeria (CEPCON) who are responsible
for discouraging the advertisement and sales of sub-
64
standard products nevertheless, the activities of CEPCON
could be perceived to be adamant since the production of
sub-standard
endangering
products
seems
uncontrollable,
thus,
the lives of consumers and their health
condition.
Besides all these provisions aforementioned, geared towards
ensuring a lasting standard in advertising practice is still on
the increase and seems uncontrollable.
SUMMARY
2.4. SUMMARY OF THE LITERATURE REVIEW
The researcher’s literature review was introduced with the
likely sources from where materials for review should come
from. After that, review was done according to sub-heads.
First was the important of advertising in enhancing social
responsibility – Materials relevant to this sub-head were
thoroughly reviewed in order to find out any missing link.
Materials on the power of persuasive communication in
65
advertisement script writing were x-rayed because of their
importance and relevance to this study.
Factors likely to affect buying habits or behaviours of
prospective buyers were reviewed they include cultural,
social, personal, psychological and income of the intending
buyers of the goods so advertised or users of services that
were advertised.
Again, the review touched on various models aimed at
stimulating consumers to action and some of them are the
AIDA,
AKLPCP,
AIEA
and
UACCA.
These
are
models
propounded as enforcement steps toward effecting buying
and usage of goods and services so advertised. Also,
measures likely to enhance ethical standards in advertising
practice were reviewed, and some advertisements often
reviewed as violating these ethical standards were listed and
materials on them reviewed. Some of such advertisements
66
are Tobacco advertising, political advertising, direct buying
advertising and traditional and other alternative medicines
advertisements.
This study anchors on social responsibility theory, and in the
course of the researcher’s review, the theory was thoroughly
reviewed in order to locate it’s importance to the work.
67
REFERENCES
Wells, W. (1995). Advertising Principles and Practice. New
Jersey: Prentice Hall.
Osunbiyi, B. (1999), Advertising Principles and Practice.
Zedekayat Press Ltd.
McDaniel, L.H. (1998), Marketing, (4th edition), International.
South-Western College: Thomson Publishing.
Bovee, R., Richard, D. I. and Arens, O. (1994),
Contemporary Advertising. Home Wood Illinons: Inc.
Kotler, D. (1994), Marketing Management: Analysis,
Planning, Implementation and Control. New Jersey:
Prentice Hall, Englewood Cliff.
Ferrel, P. (1995), Marketing. Honghton Mifflin Company.
McDaniel, L.H. (1999), Essentials of Marketing. Olio, SouthWestern College Publishing Clnicinnafi.
Aliede, J. (2004), Marketing and Advertising Organization.
Unpublished Lecture note.
Loughton, C. (1998), Introduction to Advertising. Lagos: The
Daily Times of Nigeria, Plc.
Hornby, A.S., Regularly updated Edition, Oxford Advanced
Learner’ Dictionary of Current English.
68
Alan and Bowers (1988), Fundamentals of Advertising
Research. Belmont CA: Wadsworth Publishing Co.
David and Myers, (1993), Advertising Management (3rd
Edition). New Jersey: Englewood Cliff.
Chris, S. Marketing, Advertising and Consumer
Behaviour. www Sainbury. Uk. Com.
APCON (1998), The code of Advertising practice. APCON,
Ikoyi, Lagos.
Nwosu, .I.E. (1997), Responsible and Responsive
Advertising. In Bel-Molokwu and Obiaku, Advertising in
Nigeria: Fundamental Issues, C and A Prints (trig)
Limited.
O’ Guinn, (1998), Advertising, South Western College
publishing
Mac Bride, S. (1981), Many Voices on World. Ibadan:
University Press.
Reeves,R. (1961), Reality in Advertising. Alfred Knopt.
Evans, B.R. (1992), Production and Creativity in Advertising
V.P. Chopra for A.H. Wheeler and Co. Ltd.
Osunbiyi, (1999 p. 163)
Ozo, C.H. (1998), Principles and Practice of Advertising.
Lagos: NELAG and Co. Ltd.
69
Smith, P.R. (1998), Marketing Communications, An
Integrated Approach. USA: Kogan Page Ltd.
Kotler, P. (2003), Marketing Management, India Asoke K.
Ghosh: Prentice Hall.
Carol, N. (2002), “Advertising Deregulated: The inalienable
Right to Mislead Millions”, Writingforjustice@hotmail.com.
F.T.C. (1980), Federal Trade Commission Documents Policy
Statements on Unfairness. JLCOM Publishing Company,
LLC.
Okoro, N. (1995), The Business of Advertising.
Enugu: Acena Publishers.
70
CHAPTER THREE
METHODOLOGY
To avert a haphazard approach to this study, the researcher
has chosen a research methodology that would be suitable
for a study of this sort.
However, it is pertinent to state that every research
procedure is determined by the nature of its problems and
objectives.
In this study:
The effects of unethical practice of
Advertising in Nigeria: A case study of vitafoam (Nigeria)
Plc, the most reliable research procedure, capable of eliciting
responses from respondents is survey research. Survey
research, according to Nnanyelugo (2001:37)
A process of gathering data from a target
population through the questionnaire or
interviews, and subjecting such data to
statistical analysis for the purpose of reaching
conclusions or subject matter of study, and
providing solutions to identified research
problems.
71
3.1. DESCRIPTION OF THE RESEARCH POPULATION
The populations of this study are consumers of advertised
goods and services in Nigeria. Taking cognizance of the vast
nature of our country, the study is narrowed down to Enugu
and Ebonyi States.
The respondents are made up of civil servants, businessmen
and women and students who are mostly users of vitafoam.
Others in the population are the foam dealers at Abakpa
main market, Abakaliki (Gunning Road) and Ogbete main
market Enugu and environs.
This step was to ensure reliability and accuracy of data
generation for a well researched study.
3.2. SAMPLE AND SAMPLING TECHNIQIES
In order to arrive as a trusted and reliable result, the sample
size of this study is drawn at (200) two hundred respondents
within Enugu and Abakaliki in Ebonyi State. This is done so
avoid difficulties that may emanate from sampling of some
72
users of mattresses and other goods and services in the
country.
The sampling technique most suitable for this is the simple
random sampling where the each person has the equal
chance of being selected to make up the desired population.
Given reasons for sampling, Asika (1971:40) states that
“Sometimes, it is practically impossible
to take a complete and comprehensive
study of the population because of the
nature and pattern of distribution or
dispersion
of
the
elements.
Consequently, we sample because it is
the only way to estimate the population
characteristics, in the circumstance”.
3.3. INSTRUMENTS OF DATA COLLECTION
The use of questionnaire in this study in imperative because
it creates room for accurate report and data presentation.
There is, usually, no biased response since the questions are
mostly close ended.
73
To encourage the respondents, the questionnaire was
personally administered by the researcher so as to elicit
useful information.
Considering the fact that some consumers are illiterate, the
researcher also used the interview technique as part of the
instruments of data collection. This enabled him to make a
comprehensive research on the effects of unethical practice
of advertising in Nigeria.
3.4. TECHNIQUES OF DATA ANALYSIS AND PRESENTATION
For a concise and precise data analysis and presentation, the
data tabulation and coding techniques is used in this work. It
is considered the most suitable technique due to its
capability
to
reduce
complication
and
enhance
easy
understanding at a glance.
Also, the frequency of the responses could be noted, using
this method.
74
3.5. LIMITATIONS OF THE METHODOLOGY
It won’t be possible to make this findings in the whole of
Nigeria, knowing full well that Nigeria is a vast country.
On this note, the study is limited to the eastern states. It
still went further to pin it down to Enugu and Ebonyi States;
where consumers of advertised goods and services are also
resident.
Worthy of note, however, is that whatever generalization
made out of the findings from these two states would be
binding in the rest of the (36) thirty-six states of the
federation and the Federal Capital Territory (FCT) Abuja.
Esponsing
the
above
explanation
Osuala
(2001:
pointed out thus:
The study of samples from which
interferences about populations can be
drawn is needed because of the difficulties
of attempting to study who ie populations.
254)
75
REFERENCES
Asika, N. (1991), Research Methodology in the
Behavioural Sciences. Longman Nigeria Plc.
Okoro, N. (2001), Mass Communication Research, Issues
and Methodologies. Enugu: AP Express Publisher.
Sobowale, I. (1982), Scientific Journalism. Lagos: John West
Publication Ltd.
76
CHAPTER FOUR
PRESENTATION AND INTERPRETATION OF DATA
4.1. DATA ANALYSIS AND PRESENTATION
To arrive at a comprehensive result in this research work, a
total of 2010 questionnaire was distributed 20 registered
advertising practitioners, 50 marketers and manufacturer of
vitafoam and 130 general consumers of advertising and
services.
The return of the questionnaire was not hundred percent, for
instance 6, out of the 200 questionnaire distributed.
The questionnaire distributed was therefore, coded tabled
and analyzed on the 194 returned questionnaire.
The tables below explain and slow respondents reactions to
various questions.
77
TABLE ONE – OCCUPATION
S/N
VARIABLES
FREQ
%
1
Girl servant
72
37
2
Businessman/woman
42
22
3
Student
80
41
194
100
Evidently, the occupation of a person determines his
purchasing
power
some
people
buy
without
proper
verification of the product perhaps, because they have the
money, while some buy in relation to their low income.
In this occupation analysis, 72 (37%) respondents were civil
servants, 42 (22%) represented the businessmen/women
while 80 (41%) respondents were students.
78
TABLE TWO – EDUCATIONAL QUALIFICATION
S/N
VARIABLES
FREQ
%
1
WASCC
50
26
2
OND/HND
30
15
3
BA/BSC
88
45
4
MA/MSC
16
8
5
Ph.D
10
5
194
99
This table shows that 50 (26%) respondents are WASC
holders. 30 (15%) respondents are ONA/HND holders
whereas 88 (45%) are holders of BA/BSC. 16 (8%) MA/MSC
respondent while the Ph.D holders are 10 (5%).
This explains that the researcher elicited responses from
mostly, educated people who could possible makes choices
among goods and services, depending on their level of
education.
79
TABLE THREE
4.1. WHY DO ADVERTISERS NEGLECT ADVERTISING
ETHICS?
S/N
VARIABLES
FREQ
%
1
To maximize profit
90
46
2
Create space in the market
20
10
3
Lack of professionalism
58
30
4
Lure
26
13
194
99
buyers
to
patronize
them
From the analysis through the use of the scores, diversified
views were given in other to satisfy the curiosity of this
research question.
The above table shows that 90 (40%) respondents were of
the view that some advertisers neglect the ethics of
advertising because they want to maximize profit 20 (10%)
80
opined that it is to create a space in the market while 58
(30%)
admitted
that
it
is
as
a
result
of
lack
of
professionalism, 28 (13%) agreed that it is lure buyers to
patronize them.
Question
76,
which
is
the
No.
8
question
on
the
questionnaire helped to answer the research question one
(4.1.1).
TABLE FOUR – IS IT POSSIBLE TO KEEP TO AD
ETHICS?
S/N
VARIABLES
FREQ
%
1
Yes
154
79
2
No
40
21
194
100
In this table, 154 (79%) said categorically that it is possible
to keep to advertising ethics. One the other hand, 40 (21%)
maintained that advertising ethics cannot be kept.
81
Also, question FC, which is No. 18 in the questionnaire the
militating factors of ethical advertising practice. This implies
that the underlisted variables are the factors that hinders
effective ethical application.
TABLE
FIVE-WHAT
MILITATES
AGAINST
PROPER
CONTROL OF UNETHICAL ADVERTISING PRACTICE?
S/N
VARIABLES
FREQ
%
1
High technological
24
12
2
High rate of corruption
96
49
3
Poverty and ignorance
34
18
4
Vastness of Nigeria market
40
21
194
100
The table holds that 24 (12%) respondents were of the
opinion that high technological know-how militates against
proper
control
of
unethical
advertising.
96
(49%)
respondents believe that this problem is directly linked to
82
high state of corruption in this country, while those who said
it is due to poverty and ignorance were 34 (18%). However,
40 (21%) respondents coded that it is because of the vast
nature of the Nigerian market. As part of measures to check
the indiscriminate imitation of vitafoam and its numerous
effects to the company, the respondents gave various
suggestions. Helping to answer the basic research question
(4.1.1) question 7%, being the question number 13 on the
questionnaire treated this.
TABLE SIX-HOW CAN VITAFOAM CURB IMITATION ON
THEIR PRODUCT?
S/N
VARIABLES
FREQ
%
1
Arrest and prosecute imitators
36
19
2
Make distinctive design of their products
84
43
3
Sensitize/conscientize customers
74
38
194
99
83
In the opinion of 36 (19%) respondents, imitators of
vitafoam products should be arrested and prosecuted. While
80 (43%) of the respondents said that a distinct design of
their products should be done, 74 (38%) respondents hold
that
customers
should
be
sensitize
and
conscientized
through product description.
4.1.2.WHAT
EFFECTS
HAVE
UNETHICAL
ADVERTISING
PRACTICE CAUSED?
By analyzing this research question, we would know the
enormity of the effects, which the unethical practice of
advertising has caused.
84
TABLE SEVEN
S/N
VARIABLES
FREQ
%
1
It’s ruinous
60
31
2
Constitutes health hazard
14
7
3
Encourages resource waste
20
10
4
All of the above
100
52
194
100
In this table, 60 (31%) respondents opined that unethical
advertising is unions while 14 (7%) respondents said that it
constitutes
unethical
health
hazard.
advertising
To
practice
25
(40%)
encourages
respondents,
waste
of
resources. Overall, 100 (52%) were of the opinion that
unethical advertising practice is ruinous, constitutes health
hazard and encourages waste of resources.
In relation to the answers given to research question 2,
question 9b, representing the number 10 question on the
85
questionnaire
examines
how
it
affects
the growth
of
vitafoam industry.
TABLE EIGHT-HOW DOES UNETHICAL ADVERTISING
AFFECT THE GROWTH OF VITAFOAM INDUSTRY
S/N
VARIABLES
1
It reduces their brand loyalty
2
They
spend
much
on
advert
FREQ
%
104
54
24
12
campaign
3
It minimizes their profit
38
20
4
Their closet rivals outweigh them
28
14
194
100
From this table, we can deduce that 104 (54%) respondents
consider reduction in their brand loyalty by customers as the
effects occasioned by the imitation (unethical practice) of
their product. 24 (12%) said that it affects the company in
86
the aspect of spending much money on advertising while 38
(20%), admitted that it minimizes their profit making.
Question 9c, which is the number 11 question on the
questionnaire helped to answer the research question 2.
TABLE
NINE-DO
YOU
AGREE
THAT
UNETHICAL
ADVERTISING IS EXPERIENCED MORE IN CONSUMER
GOODS?
S/N
VARIABLES
FREQ
%
116
60
1
Agreed
2
Disagreed
34
18
3
Partially agreed
44
22
194
100
The above table shows that 116 (60%) respondents agreed
that unethical advertising practice is experienced more in
consumer goods, 134 (18%) respondents disagree with such
87
claims while 44 (22%) agreed, partially. In other words,
they are not objective in their answer. In question 9d, which
is question 12 on the questionnaire, emphasized the graving
of passing off as the worst effect of unethical advertising.
TABLE
TEN
–
WORST
EFFECT
OF
UNETHICAL
ADVERTISING
S/N
VARIABLES
FREQ
%
1
WASCC
72
37
2
Agreed
18
9
3
Disagreed
22
11
4
Partially agreed
82
42
194
99
This table has it that 72 (37%) respondents agreed that
passing off constitutes the worst effect of advertising while
18 (19%) respondents disagreed with the claim. In another
view, 22 (11%) agreed partially as 82 (42%) strongly
88
agreed that passing off bring about the worst effect of
advertising practice.
Considering the personal effect of unethical advertising
practice question 9e, which is the question number 14 on
the questionnaire.
TABLE
ELEVEN-HOW
WOULD
YU
FEEL
IF
YOUR
EXPECTATION IN THE SATISFACTION FROM ANY PRODUCT
OR SERVICE IS CUT SHORT?
S/N
VARIABLES
FREQ
%
1
Cheated
104
54
2
Dejected
34
18
3
Psychologically defeated
56
28
194
100
This table tells us that 104 (54%) respondents feel cheated
when the satisfaction expected from any good or service is
cut short. While 34 (18%) respondents said they would feel
89
dejected 156 (28%) maintained that for being dissatisfied
from
advertised
goods
and
services,
the
would
feel
psychologically defeated.
4.1.3. HAS APCON STIPULATED ANY MEASURES TO
CURB ILLEGAL ADVERTISING?
The research question 3 seeks to evaluate the extent, which
the advertising practitioners council of Nigeria (APCON) has
gone in regulating advertising in all its aspects and
ramification.
TABLE TWELVE
S/N
VARIABLES
FREQ
%
1
Yes
144
74
2
No
8
4
3
Partially
42
22
194
100
90
From the above table, the can understand that 144 (74%)
respondents
responded
positively,
that
APCON
has
stipulated measures to curb illegal advertising. 8 (4%) said
they have not done something like that while 42 (22%)
admitted
partially
that
APCON
has
stipulated
some
measures.
Question 156, which serves as question number 16 on the
questionnaire
helped
to
affirm
the
legal
and
ethical
FREQ
%
provisions of APCON.
TABLE THIRTEEN-IF YES, WHY?
S/N
VARIABLES
1
Provision of code of advertising practice
26
14
2
Establishment of sectorial bodies
16
9
3
Establishment of statutory committees
12
6
4
All of the above
132
71
186
100
91
Going by the provisions of the above table, 26 (14%)
respondents were of the opinion that APCON has provided
the code of advertising practice as a measure, where as 16
(9%) of the respondents maintained that APCON has only
established sectoral bodies. To 12 (6%) respondents, APCON
can boast of establishing statutory committees while 132
(71%) were fully aware of all the above provisions. The
range is from provision of code of advertising practice,
establishment of sectoral bodies and statutory committees.
4.1.4. DOES ADVERTISING LACK PROFESSIOINAL APPLICATION?
In this research question 4, we seek to understand whether
or not advertising can be appropriately applied to achieve its
basic objectives.
92
TABLE FOURTEEN
S/N
VARIABLES
FREQ
%
1
Yes
82
42
2
No
40
21
3
Partially
72
37
194
100
This table explains that 82 (42%) respondents opined that
advertising lacks professional application. On the other
hand, 40 (20%) respondents did not agree that advertising
lacks professional application while 72 (37%) persons had a
partial
agreement
that
advertising
lacks
professional
application.
4.1.5. WHY ARE THE MEDIA INVOLVED IN UNETHICAL
ADVERTISING?
This research question tends to discover the reason why the
media are involved in the unethical practice of advertising.
93
TABLE FIFTEEN
S/N
VARIABLES
FREQ
%
1
To sustain the media organization through advertising
94
48
2
To make money
78
40
3
To win audience
22
11
194
99
To understand the reason for media involvement in this ugly
act, 94 (48%) respondents were of the view that they do it
to
sustain
the
media
organization
through
such
advertisement. 78 (40%) respondents said it is just to make
money while 22 (11%) persons opined that it is to draw
audience attention to the media.
Question 20b, which is the No. 21 question on the
questionnaire is to determine how often the media do this.
94
TABLE SIXTEEN-HOW OFTEN DO THE MEDIA GET INVOLVED
IN UNETHICAL ADVERTISING?
S/N
VARIABLES
FREQ
%
1
Often
70
36
2
Not very often
44
23
3
Seriously
62
32
4
Rarely
18
9
194
100
He can understand, from the above table 70 (30%)
respondents admit that the media often involve themselves
in unethical advertising while 44 (23%) were of the opinion
that they do not do this often. Up to 62 (32%) of the
respondents said that the media are seriously involved
unethical advertising practice while 18 (9%) maintained that
the media rarely get involved in such practice.
4.2. DISCUSSION AND INTERPRETATION OF RESULTS
The discussion and interpretation of result in this project
report would be based on the finding,s as presented in the
95
above tables and the analysis that follow. From the first
research question, which sought to know the reason why
some advertisers neglect the ethics of advertising, it is
observed that their main aim is to maximize profit. Quite a
great
number
of
90
respondents,
representing
46%
admitted, that 58 persons said it is because of lack of
professionalism and this was represented in 30%.
Few respondents of 20 and 26 opined that the advertisers do
what they do to create space in the market and lure buyers
to patronize them. Both of them were represented by 10%
and 13% respectively.
Basically, any businessman or woman does if to maximize
profit, but this should not be at the expense of the
customers and consumers. Most times, the advertisers
create
sub-standard
goods;
cheapen
it
so that
large
numbers of patronizers will be lured, due to cheaper rate of
96
the product. Nevertheless, the ethics of advertising can be
abided by, irrespective of its growing abuse. In table four
above, 154 respondents, representing 79% affirmed this
while 40, amounting to 21% disagreed. This is a matter of
abiding by the moral standard and all of these evil practices
will be curtailed. If good or moral habit is cultivated and
applied in all other facts of life, these problems would be a
thing of the past.
Although certain factors still militate against proper control
of
unethical
practice,
there
is
hope
that
somebody,
sometime, it will subside. Table five has it that high rate of
corruption is the bane of unethical advertising practice, with
96 respondents, representing 49% affirming this.
The
effects
of
unethical
advertising
cannot
be
over
emphasized up to 100 respondents in table seven noted that
97
ugly practice can result in min, waste of resource and health
hazards to people. This can be represented at 52%.
In this second research question, the effects of unethical
advertising
personally
practice
corporately
were
and
viewed
in
diverse
generally-precisely
angles:
in
table
eleven, 104 respondents, representing 54% stated that they
feel cheated when their expectation in a given god or service
is cut short.
A victim of unethical advertising recounted how fake sony
television set was sold to him at Ochanja Market, Onitsha.
He said that the production of the television was not like
what he knows of Sony television. According to him, “I will
never go to Ochanja to buy any other thing in my life”. The
tendency that he has cost brand loyalty for Sony products is
there.
To another victim of same “sin”, she narrated how a
particular
brand
of
foam
she
bought
due
to
its
98
advertisement, disappointed her. In her words, “I fought this
mattress is a better one, according to the advertisement,
but it keeps reducing in inches everyday”. Frankly speaking;
that brand of foam cannot surface in her diary again.
However,
APCON
has
stipulated
various
measures
to
standardize the practice of advertising in this country. In
table twelve, 144 respondents, representing 74% stated
that APCON has some ethical measures in advertising, 42
respondents, being 22% partially agreed that APCON has
that
while
8
respondents,
representing
4%
stated
categorically that they do not have.
Obviously, they have these stipulated measures, but its
proper application and adherence remains its greatest
trouble. Most lawbreakers in Nigeria would Sony that the law
its made for the poor masses.
Perhaps,
APCON
has
not
been
enforcing
this
law
appropriately. That is why the research question four (4.1.4)
99
ie table fourteen, made it clear that advertising lacks
professional application, with 82 persons, representing 42%
affirming this. 72 respondents admitted that they do that
partially, being represented at 37%. Research question
five(5) evaluates the reason why the media are involved in
unethical advertising practice and came out with the result
that it is to aid them sustain the media organization from
the proceed that comes from advertising (commercial
department).
A
good
number
of
respondents,
ie
94
respondents said this, being represented at 48%. We know,
quite well, that both privately owned media and government
owned media are basically sustained from what advertising
pays. Considering how often they do this greater number of
70 respondents, representing 30% agreed that they are
often involved. 62 persons representing 32% said they are
involved seriously. The truth remains that all goods and
service should be decent, honest and truthful before it could
100
be advertised through the media. That is to say that
advertisers should not just accept anything because of the
money they would make from it. It may further cause the
media organization to loose listenership, readership or
viewership because the goods and services they advertise
could not satisfy customers consumers.
NB: The results gotten from table thirteen(13) is not based
on 194, but rather 184 because 8 persons answered No in
the preceding question. However, the result was divided by
186 to arrive at the standing figures.
101
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1. SUMMARY
This research work categorically analyzes the adverse effects
of unethical practice of advertising in Nigeria, as it has
affected people, corporate organizations and Nigeria as a
corporate entity.
From the chapter one, the background of this study is given.
It embodies the definition and brief history of advertising
and that of the vitafoam industry, which the research made
a case study.
Considering the spate of unethical advertising, the views of
various authors were sampled and evaluated to find out
their positions, as regards the ever-increasing unethical
practice. This work analyzed the importance of advertising in
enhancing social responsibility. In this aspect of the study, it
is understood that if the concept of social responsible is
102
religiously followed, the effects of unethical practice of
advertising will be controlled. Also, the work worked at the
power of persuasive communication in advertising, factors
affecting buying behaviour and measures at enhancing
ethical standard in the practice of advertising.
The study research technique was suitable for this research
work, and therefore was used. This was done, using
questionnaire, which was distributed personally to 200
respondents, out of which 194 questionnaire was returned.
With a proper and careful analysis of the research questions
and the tables, a lot of discoveries were made. Obviously, it
was
noted
that
some
people
neglect
the
ethics
of
advertising, just to maximize profit. Despite this, the
respondents expressed optimism that unethical advertising
can possible to controlled. Enumerating the effects of
unethical advertising and low it affects vitafoam industry,
great number of the respondents opined that the company
103
should make a distinctive design of their product to avoid
any form of imitation of their product.
Having noted that APCON has stipulated measures to curb
illegal/unethical advertising. It was discovered that the
media are accomplices to unethical practice of advertising.
They accept any kind of product or service, without
evaluating its level of social responsibility just for the sake of
making money and remaining afloat.
Overall,
adequate
unethical/illegal
moral
advertising
standard
can
be
can
be
curbed,
cultivated
in
if
the
manufacturing and sale of goods and services to the general
consumers of advertised goods and services.
5.2. CONCLUSION
The effects of unethical advertising cannot be overstressed,
any longer. It is pertinent, however, to note that today’s
consumers are well oriented on the kind of goods and
104
services they go for or make use of. This development owes
to the increasing literacy level of the Nigerian populate.
Nevertheless, it is evident that quite a good number of the
Nigerian population are less lettered and therefore do not
have the intellectual ability to differentiate between quality
goods and the sub-standard ones. And this is turn, affects
them when consumed. This is the target of the study
anyway.
Going
by
the
increasing
rate
of
unethical
advertising the threat is narrowed to the advertising
profession, thus causing a set back on the Advertising
Practitioners Council of Nigeria’s aims and objectives in the
ideal practice of advertising.
Advertising is not a hit and run venture. This goes to show
mark of advertising is quality. In other words, quality
products should be made and sustained in order to ensure
the propagation of social responsibility theory in the act of
advertising and marketing.
105
In the light of the aforementioned, some recommendations
are made.
5.3. RECOMMENDATIONS
Those recommendations will be of two dimensions. One will
be made for the general consumers of advertised goods and
services, while the other will be made for the vitafoam
Nigeria Plc.
5.3.1. GENERAL RECOMMENDATIONS, RECOMMENDATIONS
TO VITAFOAM COMPANY AND RECOMMENDATIONS FOR
FURTURE STUDIES
1.
Already, APCON has made the code of advertising
practice. Therefore, in order to make people aware of
or
enlightened
on
the
goods
and
services
they
consume, the Advertising Regulatory Body (APCON)
should make the Code Advertising Practice available to
advertisers, consumers and the media.
106
2.
The philosophy of social responsibility cannot be ruled
out in the judgment of moral standard in every
endeavour of life. The procedures and advertisers of
goods and service should beer in mind the principle of
the golden rule, which state that “one should do unto
others, what he would want others to do unto him”.
With this, producers and advertisers should stick to
production of quality goods and avoid the act of passing
of another’s product.
3.
Taking cognizance of the fact that the plethora of
effects inherent from unethical advertising are rested
on the citizens of Nigeria, whom the government
protect and care for, the government must assist the
APCON in enforcing the stipulated measures to curb
illegal practice. This can be done by ensuring that the
law enforcement agents like police, custom officers,
107
drug law agents, and so on arrest and prosecute the
offenders; and this will serve as a deterrent to others.
4.
To ensure a professional application of the APCON’s
code of advertising practice the statutory committees
like Advertising Standards Practitioners Disciplinary
Committee etc and the sectoral bodies comprising
Association of Advertising Practitioners of Nigeria,
Broadcasting
Organization
of
Nigeria,
etc,
should
aggressively enforce the provisions of the code of
better, both the lots of consumers and the APCON
body.
5.
Obviously,
the
establishment
of
APCON
in
1988
preceded the coming into existence of NAFDAC by
Decree 15 of 1993. But today the activities of NAFDAC
is more heard of APCON. There is progressive growth in
their objectives. Therefore, APCON should borrow a leaf
and make their activities more functional.
108
RECOMMENDATIONS TO VITAFOAM COMPANY
1.
With the cursive style of writing the brand name,
vitafoam, it is easy for imitators so imitate. Therefore,
the company should adopt a distinctive design of their
brand name, preferably in bold letters. Also, the
placement of the logo should be conspicuous.
2.
Considering the importance of public relations in any
company organization, in managing and protecting its
image the PR unit of vitafoam should activate their
techniques in order to reverse the brand loyalty, which
the company has 1. St some people have sworn not to
have any thing to do common with vitafoam or its
imitation because of the disappointment they got from
the product. It therefore, behoves the PR executive to
inform the public that something positive is being done
to punish the imitators and ensure that it doesn’t
happen again.
109
3.
Actually, vitafoam industry is trying so much in radio
advertising. But they should also include multi-media
approach. That is going through all over mass media,
so that potential and prospective consumers would be
constantly reminded of their products.
4.
It is necessary that the company should from, time to
time, organize a product promotion. This will afford
their consumers the opportunity to identify the original
products always. In this exhibition, proper education on
the features and qualities of their product will be done.
5.
As much as possible, billboard advertising, which is
very rewarding, should be embarked upon to create
proper sensitization and awareness. Also, at the road
side, around the s---- light poles, the small size
billboards should be attached for the purpose of not
only creating awareness, but also to distinguish their
product.
110
RECOMMENDATION FOR FUTURE STUDIES
1.
This study was limited to vitafoam Nigeria Plc. For
further studies on the effects of unethical practice of
advertising
in
Nigeria,
I
recommend
that
future
researchers and scholars in the field of advertising
should make wider researches using other related
institutions and organizations, in order to arrest this
menace of unethical advertising practice.
2.
I also recommend that APCON should put more efforts
in training professionals in advertising. This will go a
long way to standardize and professionalize in Nigeria.
111
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Okunna, C.S. (2002). Teaching Mass Communication A
Multi-dimensional Approach. Enugu: New Generation
Books.
Osuala, E.C. (2001). Introduction to Research Methodology.
African Publication Ltd.
Osunbiyi, B. (1999). Advertising Principles and Practice.
Zedakayat Press Ltd.
Ozo, C.H. (1998). The Principles and Practice of Advertising.
Lagos: NELAG and Co. Ltd.
Smith, P.R. (1998). Marketing Communication.
Integrated Approach. USA: Kogan Page Ltd.
An
Sobowale, L. (1983). Scientific Journalism. Lagos: John West
Publisher Ltd.
Wells, W. (1995). Advertising Principles and Practice. New
Jersey: Prentice Hall.
JOURNALS
(1998). The Code of Advertising Practice, 2nd Edition, 3rd
August,.
(2003). Annual Reports and Accounts, Vitafoam Nigeria Plc
Rc 3094.
114
UNPUBLISHED MATERIALS
Allede, J. (2004). “Marketing and Advertising Origination”.
Unpublished Lecture Note.
Carol, N. (2002). “Advertising Deregulated: The inalienable
Right to Misread Millions”,
Writingforyustice@hotmail.com
Chris, S. Marketing, Advertising and Consumer
Behaviour. www.sainsbury.uk.com.
T.C. (1998). Federal Trade Commission Documents Policy
Statements on Unfairness. Jlcom Publishing company
LLC.
115
APPENDIX 1
Mass Communication Department
Caritas University,
P.M.B. 01784,
Enugu State,
Amorji-Nike.
30th June, 2010.
Dear Respondent,
REQUEST FOR COMPLETION OF QUESTIONNAIRE
I am a final year student of the above address. I am conducting a
research study on “The Effects of Unethical Practice of Advertising in
Nigeria: A case study of vitafoam (Nig) Plc.
Please, carefully give our information to the best of your knowledge,
as I may require of you. This study is purely for academic purpose.
Besides, I promise to treat all information given with strict
confidence.
Thanks in anticipation of your cooperation.
Yours Sincerely,
ONWUKWE CHINWENDU PASCALINE
116
RESEARCH QUESTIONS
INSTRUCTION
Pleas tick
against any box you consider right. Eg. Are

you happy with yourself
Yes
No
PART I
1.
Age bracket: 18-25
26-35
2.
Sex: Male
Female
3.
Occupation:
Civil servant
4.
Marital Status:
Single
5.
Residential Area: Urbanite
6.
Educational Qualification
36-45
46 and above
Businessman/woman
Married
Ruralite
WASC
BA/B.SC
Slumiter
OND/HND
MA/MSC
PHD
PART 2
7.
Why do some advertisers neglect the ethics of advertising
practice?
i. To maximize profit
iii. Lack of professionalism
(ii) Create space in the market
(iv) To lure buyers to patronize them
117
8.
Is it possible to keep advertising ethics
9.
What effects have unethical practice of advertising caused?
i. It’s rumous
No
ii. Constitutes health hazards
iii. Encourage waste of resources
10.
Yes
iv. All of the above
In your own view how do you think unethical advertising affects
the growth of vitafoam industry.
i.
It reduces their brand loyalty
ii. It minimizes their profit
iv.
Their closest rivals outweigh them
11.
Do you agree that unethical advertising practice is experienced
more in consumer goods?
i.
Agreed
ii. Disagreed
iii. Partially agreed
12.
The act of imitating mother’s product, which is professionally
called passing off is the worst effect of advertising.
i.
Agreed
ii. Disagreed
iii. Partially agreed
iv.
Strongly agreed
13.
How can vitafoam industry curb imitation of their product?
i.
Arrest and prosecute imitators
118
ii.
Make a distinctive design of their products
iii.
Sensitize and conscientize customers through product
description (exhibition)
14.
How would you fell if your expectation in the satisfaction from
any product or service is cut short?
i.
Cheated
ii. Dejected
15.
Has APCON stipulated measures to curb illegal advertising?
i.
Yes
16.
If yes, how have they achieved this?
i.
Provision of code of advertising practice
ii.
Establishment of sectoral bodies like AAPN, ADVAN, BON etc
iii.
Establishment of statutory committees like ASP, APP and APDC
iv.
All of the above
17.
Does advertising lack professional application?
i.
Yes
18.
What do you think, militate against proper control of unethical
ii. No
iii. Partially
ii. No
advertising?
i.
iii. Psychologically defeated
High technological know-how
iii. Partially
119
ii.
High rate of corruption
iii.
Poverty and ignorance
iv.
Vastness of Nigerian market
19.
Suggest ways through which illegal/unethical advertising can be
controlled.
20.
Why are the media involved in promoting unethical advertising
practice?
i.
To sustain the media organization through advertising
ii.
To make money
iii.
To win audience
21.
How often do media get involved in unethical advertising?
i. Often
ii. Not very often
iii. Seriously
iv. Rarely
120
TITLE PAGE
THE EFFECTS OF UNETHICAL PRACTICES IN ADVERTISING:
(A CASE STUDY OF VITAFOAM IN NIGERIA)
BY
ONWUKWE, CHINWENDU PASCALINE
MC/2006/141
A PROJECT REPORT SUBMITTED TO THE DEPARTMENT OF
MASS COMMUNICATION, FACULTY OF MANAGEMENT AND
SOCIAL SCIENCES, IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF BACHELOR OF SCIENCE
(B.Sc) IN MASS COMMUNICATION.
AUGUST, 2010.
121
APPROVAL PAGE
This is to certify that this project work was carried out under
my close supervision.
______________
Ugwuanyi Felix
Project supervisor
Date:_____________
_________________
Agboeze D. U.
H.O.D. Mass Communication
Date:__________
____________________
External Supervisor
Date:_______________
122
DEDICATION
“The ant gathers its grain in stock during dry season,
against the rainy season”.
In the light of the above parable, I humbly dedicate this
project work to my lovely Parent Mr. & Mrs. Onwukwe who
has painstakingly led me this far.
Also, I dedicate this work to the Almighty God for His divine
mercies, protection and care for my life.
123
ACKNOWLEDGEMENTS
Although “thank you” is unquantifiable and immeasurable, it
is a necessity for appreciation.
I wish to acknowledge my amiable, loving and academic
“daddy”, Felix Ugwuanyi, who is also Lecture of Mass
communication department. He gave me a surprising care
and fatherly advice that guided me through.
My unbiased thanks also goes to the following colleagues of
mine,
Mr.
Onwukwe
&
Mrs.
Onwukwe,
Chimezirim,
Ugwu
Onwukwe
Onyedikachi,
Ikechukwu,
Igwenwagwu
Daberachukwu. They are all wonderful people.
I shall not fail to acknowledge the encouragement and
support, given to me by people like Barr. Igwe-enyi,
Chairman of Okposi Local Government Area. Aja-obni,
.Odicha Udeh HOD Mass Communication Ebonyi State
124
University,
Obasi
Ferdinard,
.Dina
Rose,
Sopuruchi
Onwukwe, a renowned in the field of Advertising.
Also, my regards go to all lecturers in Mass Communication
Department. They include my HOD of Mass Communication
Department
of
Caritas
University,
Amorji-Nike,
Emene
Enugu State, Agoeze D.U., Benson Virginal Eluwa, Obasi
Ferdinard, Tina Obi, Mr. Nwonu, Clifford, Jude Edeh etc. I
appreciate their efforts in grooming us for the wider society.
Finally, I acknowledge my humble typist, Miss. Chinelo Titus
for carefully putting this work together in a readable piece.
125
Abstract
Our country, Nigeria is more of a capitalist state and everyone in his
kind of business, wants to maximize profit. By the way of negligence
of the ethical standards, some advertisers, regardless of the decency,
truthfulness and social values which advertising upholds stick to
unethical advertising practice, thus, causing loss of lives, discomfort,
and dissatisfaction to the consumers of some goods and services. In
the words of Ifedayo Daramola (1999)
“a number of advertisements carried by Nigerian newspapers,
radio and television are illegal and libelous; while some contain
malice”
This work has been structured in five chapters to make an ideal
project. Chapter one embodies background of the study, which deals
on advertising in its entirely. The chapter two of this work, made an
indepth review of related literatures. These literatures bother on
enhancing social responsibility through advertising, the power of
persuasive communication in advertising, factors affecting buying
behaviour, the theoretical framework and measures to enhance
ethical standards in advertising practice. The third chapter covers the
methodology with which the study is carried on. In this regard, the
sample survey technique was chosen. The technique evaluated the
description of research population, sample and sampling techniques,
instrument of data collection, techniques of data collection and
limitations of the methodology. In chapter four, the presentation and
interpretation of data collected is done. This is based on description
of data according to its relevance to a given research question. Also,
discussion and interpretation of results are carefully made. Chapter
five, which is the concluding aspect of the work summaries the
points/results of data and provides recommendations to alleviate the
ill-practice of some unprofessional advertisers who sabotage the ideal
practice of advertising in Nigeria.
126
Title page: =
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TABLE OF CONTENTS
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Dedication: =
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Acknowledgements:
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Table of contents:
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Abstract:
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1.2. Statement of the Problems: =
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1.3. Objectives of the study:
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1.4. Significance of the study:
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1.5. Research questions:
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1.6. Research hypotheses: =
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1.7. Conceptually and operational definitions:=
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1.8. Scope and limitations of the study: =
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1.9. Assumptions of the study:
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CHAPTER ONE - INTRODUCTION
1.2. Background of the study:
References: =
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CHAPTER TWO - LITERATURE REVIEW
2.1. Sources of related literature: =
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2.2. The review:
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29
2.2.1. Enhancing social responsibility through advertising: =
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2.2.2. The power of persuasive communication in advertising: =
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2.2.3. Factors affecting buying behaviour:
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2.2.4. Measures to enhance ethical standards in advertising:
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2.4. Summary of the literature review: =
2.3. Theoretical framework: social responsibility:
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3.1. Description of the research population: =
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3.2. Sample and sampling techniques: =
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3.3. Instruments of data collection:
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3.4. Techniques of data analysis and presentation: =
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3.5. Limitations of the methodology:
References:
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CHAPTER THREE - METHODOLOGY
References:
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CHAPTER FOUR - PRESENTATION AND INTERPRETATION OF DATA
4.1. Data analysis and presentation:
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4.1.1. Why do some advertisers neglect the ethics of
advertising practice? :
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4.1.2. What effects have unethical advertising practice caused?:=
83
4.1.3. Has APCON stipulated any measures to
curb illegal advertising?:
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89
4.1.4. Does advertising lack professional application?:
=
91
4.1.5. Why are the media involved in promoting
unethical/illegal advertising?:=
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92
4.2. Discussion and interpretation of results: =
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94-100
CHAPTER FIVE - SUMMARY, CONCLUSION AND
RECOMMENDATIONS
5.1. Summary: =
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101
5.2. Conclusion: =
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103
5.3. Recommendations, General recommendations,
Recommendations for vitafoam company and
Recommendations for future studies:
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105-110
Bibliography:
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111-114
Appendix: =
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115