EVOLUTION OF OUTDOOR ADVERTISING IN NIGERIA

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Topics: Advertising
EVOLUTION OF OUTDOOR ADVERTISING IN NIGERIA

HISTORY OF ADVERTISING.
Global Overview
Advertising or advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor (Wayne et al., 2008).
Long before America was colonized, commerce flourished in the Old World where various methods were used to promote trade. Notice boards placed outside houses indicated what could be had within. Wine cellars gave free samples in the streets. And actors paraded in the streets attempting to entice onlookers into theatres. The idea of commerce is very old indeed, and the means of inducing others into exchange relationships was not far behind in its development. (Advertising and Society Review)
As we have seen, an advertisement can be very simple, and simple advertising, eg for events, has been around for as long as people have been trying to make money out of attracting a wider public. Posters announcing an event were probably the first form of advertising, and these date back to gladiatorial contests in Ancient Rome. The first advertisements, however, which fit our full definition of advertising (ie paid for, occupying space in a media form) appear in newspapers in the seventeenth century. These tended to be straightforward statements of fact, without any fancy typesetting or illustrations, and were often indistinguishable from the news stories around them. As the eighteenth century wore on, the Industrial Revolution gathered pace, and consumer goods became more sophisticated, manufacturers began to recognize that they needed to create a need for their products. Many items were new to consumers, or were new



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