Title: The cultural attitudes in advertising designs in Nigeria

Authors: Razaq Olatunde Rom Kalilu; Adesola Olutoyin Alimi

Addresses: Ladoke Akintola University of Technology, Ogbomoso, Nigeria ' Art, Design and Printing Technology Department, The Polytechnic Ibadan, Nigeria

Abstract: Against the backgrounds of increasing westernisation of Nigeria's advertising space and scholastic reticence on it, this paper examined cultural attitudes in product advertising designs in Nigeria and the target-audiences' perception. The study aimed at building culturally-compliant advertisements for better performance of the advertisements. Billboard advertising designs and respondents were selected from the six geo-political zones of Nigeria through stratified and purposive sampling. Thematic and iconographic analyses of the designs were complemented with quantitative data processed using Likert scale. Findings indicate that locally derived icons that can be culturally persuasive to enhance products choices were scanty in the designs in some zones while designs in some other zones did not have them represented at all. It is therefore recommended that graphic designers create more culturally inspired designs that can be easily interpreted by the targets-audience in order not to atrophy the Nigerian culture.

Keywords: advertising; advertising design; product advertising; advertising design in Nigeria; Nigerian cultures.

DOI: 10.1504/IJART.2022.125625

International Journal of Arts and Technology, 2022 Vol.14 No.2, pp.158 - 169

Received: 14 Jan 2022
Accepted: 11 Apr 2022
Published online: 17 Sep 2022 *

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