INDEPENDENCE CELEBRATION MESSAGES IN THE GIANT OF AFRICA: BRAND PROMOTION AND SOCIAL RESPONSIBILITY
Abstract:Independence is celebrated in grand style in Africa, Nigeria and the rest of the world as different activities are executed to commemorate the annual occasion. Individuals, organisations and groups plan and take part in exciting independence events. Product and /or service brands who seek opportunities to promote their unique offerings jump on the independence celebration platform. On the flip side, there is the expectation that brands have to be socially responsible to the country they belong by showing loyalty during national events. To balance these, brands adopt creative strategies in their activities and message. Exploring diverse advertising appeal strategies, this study examines Nigerian brands’ use of advertising appeals in independence celebration newspaper messages over a decade. Adopting the mixed method of content analysis, the study finds out that brand/endorsement and practical/problem-solving appeals were most used by brands in the decade to promote their brands and be socially responsible during independence.