CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
All over the world people and companies utilize advertising to good advantages in the keen competition encounter in word regional and local markets, business men are aided by the sales producing force of advertising.
Not only that skillfully planned and directed advertising not only at home but also abroad over come prejudice combat, foreign competition, establish new habit, build good will creates employment increase productivity multiply sales and thus, lay a solid foundation for sustained economic development of any country, one analysis contend that advertising is one of the most powerful socializing force in culture. Advertising sells more than product. It sets image, value, goods and concepts of who we are and who we should be. It shapes our attitudes and our attitudes shapes our behaviour. Ahunaya (2004 70).
Advertising power goes beyond the selling of goods, it promotes a consumer life style a global culture that centers on material things. A television commercial normally say’s and now a few words from our sponsors’ are companies or individual that pay to have their product advertised, while the ‘few words our sponsor’ sponsors are companies or individual that take pay to have there product to be advertised, while the “few words our sponsor” have become a deluge sponsor still financially support the newspaper and radio. Encyclopedia
(195).
According to the Encyclopedia, American (204) Advertising began around 3200 Bc when the Egyptian stenciled inserption the names of kings on temple being built. Later they wrote run way slave enouncement on Papyrus- sign boards were placed outside doors in Greece and Egypt around 1500 B. c perhaps the most important Event in history of advertising was the printing of the Gutenberg Bible about 1450 to 1455. The first time that western man used the principle of moveable type in about 1477 in London, the first printed advertisement in English announced a prayer book sale the first newspaper advertisement appeared on the back paper of in London newspaper in 1625. The easily town crier was also a medium of advertising”.
Advertising has since than been seen to help in economic development in ways of creating jobs sponsoring sports, and the art helps to provide affordable media which encourages competition improves product keep price low and enable people to make informed buying choices Eluwa (2005: 44).