Deceptive advertising and powerlessness of the consumers: Analysis of Omo and Ariel detergent advertisements
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Date
2016
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Faculty of Social Sciences, University of lagos
Abstract
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
Description
The study investigates perceived knowledge of deceptive advertising as against normative expectation of responsible communication as well as how consumers are powerless in resisting the directives of such advertisements.
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Citation
10. Mustapha, L. K., Owolabi, A. S. & Mustapha, M. L. (2016). Deceptive advertising and powerlessness of the consumers: Analysis of Omo and Ariel detergent advertisements. Nigerian Journal of Business & Social Sciences. 9(1): 96-115,