Hawking as a Mirror of Advertisement in African Society: Nigeria as a Case Study
International Journal of Philosophy
Volume 8, Issue 1, March 2020, Pages: 15-21
Received: Dec. 5, 2019; Accepted: Jan. 10, 2020; Published: Feb. 28, 2020
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Author
Abodunrin Kemi, Department of Mass Communication, Faculty of Arts, University of Nigeria, Nsukka, Nigeria
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Abstract
Making goods, services and ideas known to those who need them with the intent of repeat purchase is advertising. However, hawking formed the basis of this art in traditional Africa for which a technology is implied. As a basis to determine hawking’s relevance and subscription propensity in the face of mass mediated advertising, responses solicited through interviews from the six geo-political zones in Nigeria and critically discoursed provided quite some premises along Fairclough’s thought. The ideals of the study equally tied to the Communication Accommodation Theory by Howard Giles as a social psychology has to do with mindset. Accommodation transverses cultural boundaries and to this study regional dichotomies. The theory emanating from speech accommodation underlies the denominator which is speech in hawking.. With convergence and divergence as key ideas, but accentuating discourse management in relating to topicality preferences between the communicating parties; such that the momentary speaker while haggling underscore divergence. The theory harps on group identity as premised on initial orientation upon which a similarity is established in the Nigerian advertising landscape. Hawking predating towncrying, a development indicator and it was and still is advertisement form were essential findings. Enhancing the craft for national development as well as local government’s support of the industry for competiveness was emphasized to accentuate the underpinning frames thereby.
Keywords
Advertising, Africa, Development, Hawking, Nigeria
To cite this article
Abodunrin Kemi, Hawking as a Mirror of Advertisement in African Society: Nigeria as a Case Study, International Journal of Philosophy. Special Issue: Towards the Creation of Technological African: The Imperative of a “New Philosophy”. Vol. 8, No. 1, 2020, pp. 15-21. doi: 10.11648/j.ijp.20200801.13
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Copyright © 2020 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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