Critical Analysis of Cultural Values Found in Nigerian Mass Media Advertisements

Abstract

This study uses critical cultural analysis to ascertain the cultural values and ideas manifested in advertisements in Nigerian mass media advertising. Nigerian advertisements use Western and traditional cultural values, but neither traditional nor Western values and appeals are dominant. Family and savings serve as the most consistent forms of appeal used in Nigerian advertisements. Family is related to other values such as love, care, protection, and investment. Western values such as individualism, image, youth, and exploitation of nature are also used.