Deceptive Advertising and Powerlessness of the Consumers: Analysis of Omo and Ariel Detergent Advertisements. The Nigerian Journal of Business and Social Sciences. 9(1); 96-115.

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Date

2016

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Volume Title

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Published by 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 ampoule information that guides consumers in making informed and rational decisions. Being a form of commercial speech, advertising enjoys some degrees of liberty granted other forms of expressions. The neck-breaking competition that characterized contemporary market milieus, however, creates survival instincts that oftentimes make advertisers to transcend ethical boundary. Hence, deception and misleading advertising, which is antithetical of socially responsible marketing communication, remains a polemical issues 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 deception in Omo and Ariel detergents advertisements on consumers’ purchase and use of the detergents. Findings reveal that consumers realise the existence of deceptive advertising, perceive it as a norm, but seemingly feel powerless about it.

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Keywords

Deceptive advertising, Social responsibility, Simulation Theory, Omo, Ariel, Detergent

Citation

Mustapha, L. K., Mustapha, M. L., & Owolabi, A. S. (2016): Deceptive Advertising and Powerlessness of the Consumers: Analysis of Omo and Ariel Detergent Advertisements. The Nigerian Journal of Business and Social Sciences. 9(1); 96-115.

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