Browsing by Author "Owolabi, Aminat Sheriff"

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    Deceptive advertising and powerlessness of the consumers: Analysis of Omo and Ariel detergent advertisements
    (Faculty of Social Sciences, University of lagos, 2016) Mustapha, Lambe Kayode; Owolabi, Aminat Sheriff; Mustapha, Maryam Lasisi
    Advertising provides important marketing information that contributes to the survival of the economy globally. Since products and services' prospects often have limited knowledge about market offerings, advertising provides ample information that guides consumers in making informed and rational decisions. Being a form of commercial speech, advertising enjoys some degree of liberty granted other forms of expressions. The neck-breaking competition that characterized contemporary market milieus, however, creates survival instinct that oftentimes make advertisers to transcend ethical boundary. Hence, deceptive advertising, which is antithesis of responsible marketing communication, remains a polemical issue among scholars, advertisers, consumers and regulatory agencies. Giving the functional equivalence of many products and seemingly hyperbolic nature of selling messages, this study, using simulation theory, examines the implications of perceived of Omo and Ariel detergents' advertisements on consumer purchase and use of the detergents. Finding reveal that consumer realise the existence of deceptive advertising, perceive it as norm, but seemingly feel powerless about it. Keywords: Deceptive advertising, social responsibility, simulation theory, Omo, Ariel, detergent