Opinion

Threats, Gains Of Advertising

Published

12 years ago

December 25, 2013

The age of the mass media was first predicted by Robert Louis Stevenson when he said; “soon men will not live on bread alone but by catch words.”

Today, this prediction is made manifest in view of the increasing global competition among marketers to sell their products. Through promotional offers and commercial inducement, humanity is yoked under financial and emotional burden as it waddles between the very option of genuine choice and need and what analyst call “an obligatory commitment to product patronages” in its most ubiquitous sense of offer .

The dynamics of the advertising industry requires that marketers keep constant touch with their client without been slackened or overtaken by other competitors. Humanity is therefore placed at the receiving end of decisions set by large corporations to which we are gravely alienated in suggestion making, but whose overbearing influence and dictates we yearn to satisfy our endless cravings for comfort, convenience, leisure among other necessities that are central to human existence.

Advertising agencies are aware of human’s handicap to get off the treadmill of unbridled consumption of his endless needs. They know that humanity is confronted with the challenges of choice amidst several competitive elements, and as stated by Patrick Rivers, they know that, “humanity finds it difficult to rediscover what his genuine needs are, rather than accept what he is told he desires, or what he allows himself to become lured to demand”.

Advertising therefore becomes the basic parameters for companies and marketers to keep in business and maintain their relevance to the public whose conviction must be based on clearly conceived and intended messages.

To command the confidence of the public, advertisement messages must go beyond mere commercial gimmicks and be truthful and reliable. This is because if language is not in accordance with the truth of things, the messages of advertisement will be valueless.

The need for reliability in advertisement messages is buttressed by the works of Alexis de Tocqueville, who wrote down the basic principles of communication, “A false notion which is clear and precise will always have more power in the world than a true principle which is obscure and involved.”

In compliance with this basic communication principle, an advertisement message intended to be used profitably to achieve a good marketing objectives must be clearly positioned on the basis of conciseness, uniqueness and clarity in addition to a nexus of other creative variables.

Advertising has come to cover the whole range of human needs through the combination of real creative imagination and a deep study of human psychology. This is because it brings to the greatest number of people actual knowledge of useful things, it becomes an essential form of education.

The general raising of the standard of modern civilization among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising. Advertising thus nurses the consuming power of man. It creates wants for a better home, better clothing, better food and other desirous things of life, it spurs individual exertion and greater production.

According to Henry Beechen, “the advertisement in newspaper are more full of knowledge in respect to what is going on in a state or community than the editorial columns.”

You can therefore tell the ideals of a nation by its advertisement. In a way, doing a business without advertisement is like winking at a girl in the dark. You know what you are doing but nobody else does.

However, the major challenges facing marketers in today’s competitive environment is how to sustain their brand identities through effective advertising and positioning to capture the mind of consumers. This challenges objectives and results to the advertising agencies sometimes making bogus claims which are flouted in the long run.

Doctor Samuel Johnson once wrote: “Promise, large promise is the soul of an advertisement.

But today people are beginning to hold up companies to their promises and claims. They are fed up with having their intelligence insulted and their pockets robbed. They have thus decried other justifiable means of holding these agencies to their sense of responsibilities. The inability of some companies to live up to these challenges has led to the demise of their products while consumers of such brands have diverted to using other brands which may not be as useful as the oscillating brand. As consumer’s taste widens, brand identities also pose serious challenges to marketers who must strive consistently to relay the efficaciousness of their brand to their teeming consumers lest they lose them in the face of such glaring competitions.

Skillful advert practitioners are therefore in the face of this widening competition among brands and products, adopting massive strategies to bait the attention of the public by making flower arrangement of the facts, placing them so that the wilted and less attractive petals are hidden by sturdy blooms. This form of advertisement is designed to delude the public and hold their attention to win them over.

The target of these advertisement practitioners is basically to advance their merits over other competitors.

The secret of advertising is a simple message that everyone can understand and respond to provided it is not a facile move to deceive the audience all in the name of selling a product.

Perhaps, advertising in the final analysis should be news. If it is not news, it is worthless.

A good advertisement message is one that educates the people on the use of product in addition to luring consumers to the point of purchase. However, without any intention to demean the advertising industry in Nigeria, there are glaring indications that the industry is faced with grave challenges. Like every other field, there are professional challenges to grow at pace with modern trends. There are also challenges of strategic breakthrough. Rather than identifying their consumers, and packaging the appropriate messages for them, and the quality of brands to put across, attention is geared towards glamour and humour in advertisement messages, which inadvertently appeal to the public as entertainment programmes rather than capturing their mind.

Thus, most foreign products have taken over the market through qualitative advertisement, reducing patronages of local products. The regulatory body of the industry in Nigeria, the Advertisement Practitioners Council of Nigeria (APCON) has a lot to do in this regard. It has to moderate the industry to respond to global imperatives, and trends. This include an unwinking alert against the activities of infiltrators. Advertisement as a concept is required in our daily life, and it is prone to constant review and update in line with the dynamics of human needs and consumption.

Taneh Beemene

Opinion

Agony In Ivory Tower

Published

1 day ago

March 9, 2026

The Tide

Quote: A university that tolerates missing scripts, result manipulation and ‘sorting’ is not merely failing students—it is quietly destroying the moral foundation of education itself.”

The sad cases of missing scripts, compulsory Sorting, inputting of wrong results and other obnoxious practices in some public universities, leave much to be desired. One cannot imagine how a student will be compelled to suffer consequences of the flagrant negligence of a Head of Department, a lecturer, Department staff or an ICT staff.Many academic and non academic staff in several public universities seem to be performing far below standard, thus unproductive to the university system. The unacceptable cases of sorting, missing scripts, missing results, inputting of wrong grades to students, should not be mentioned in a university, not even in any academic community. This is because people who are employed to work in various positions should have cognate work experience and unquestionable competence. They should not be seen as certificate welding illiterates but people who have been proven to be worthy in learning and character, diligent and competent to carry out assigned responsibilities with minimal or no supervision.

The university as a citadel of learning should boast of men of integrity, people who are repositories of applied knowledge and competence to drive the much desired holistic development in a nation that functions on quality teaching and learning. A situation where a student having gone through the crucibles of learning and written a prescribed semester examination or class-based evaluation test, is told that his or her script is missing or that he or she did not participate in that academic exercise, or must sort to pass, is an unpardonable error and a height of callousness. In fact some lecturers and staff of Departments are using the seeming systemic defect (which is their architecture) as an opportunity to extort students. Sometimes it is discovered much to students chagrin that the supposed missing script was later discovered when a ransom was paid.

Since a lecturer, or Head of Department has in their disposal both Yam and the knife and determines who takes what (if they wish to give without strings), students have no alternative but to submit to their importunate demands in order to graduate at record time.Such practices should be unheard of in an institution that should be a vanguard of moral and ethical values and conduct. What people learn in school constitute their behavioural patterns in the society. Where the school as an agency of socialisation cannot drive positive change first in its immediate environment, then the objective of education as a bedrock for the development of society, is inevitably compromised and counter-productive. The German Reformer, Dr. Martins Luther was quoted as saying, “I advise parents not to put their wards or children in any school where the Bible is not being used as a rule of life because such institutions will unnecessarily be corrupt”.

Gleaning from Luther’s sentiment one can deduce that the lack of respect and regard for values as well as the absence of the fear of God is the greatest undoing of most public schools. Another major challenge is that lack of Information, Communication and Technology literacy or compliance on the part of some lecturers and heads of department, may have informed the decision to give students’ scripts to secretaries to compile and input students results thereby making the secretaries the determinants of students’ fate. It is not saying a new thing that some of the secretaries in the process of compiling results have inputted wrong results, omitted names or down graded some students or given unmerited grades to others.Society today is ICT-driven and ICT-literacy enhances efficiency, speed and a reasonable degree of accuracy if the person behind the computer is level headed, articulate, competent, alive to responsibilities and is aware that negligence on his or her part is not only tantamount to a disservice to the university but to the students who may not graduate at record time because of his or her (computer operator’s) gross ineptitude or carelessness.

The ICT era makes the carrying of hard copy of results obsolete as lecturers through the Heads of Department can log on to the central server of the Exams and Records (if any) or ICT unit and input students’ results directly. By so doing the incessant cases where result on spread sheet is different from the one published online, more often than not, caused by abject negligence, will be avoided. The process will also end the intermediary services of some staff in the universities’ Information, Communication and Technology Department which has become a money spinner-a lucrative source of income to many of them. In fact some ICT staff reserved the power to award grades to students depending on students’ degree of compliance to terms and conditions. They can dubiously make or unmake a student. The university community should be considered too lofty to have careless, negligent, immoral and academic or professionally deficient people as academic or non-academic staff.

The Governing Councils and Senates of universities should be proactive in addressing the menace of missing Script, inputting of wrong results and sorting. This is necessary to end the slogan “Education is scam” so the system can produce quality students who are truly found worthy in learning and in character by operators who exemplify diligence, moral and ethical values. The much-needed reform must begin within the institutions themselves, because the future of any society is shaped in its classrooms.

By: Igbiki Benibo

Opinion

Strength of Emotional Equality

Published

1 day ago

March 9, 2026

The Tide

Quote: “Love thrives not when one gives more, but when both give fully — not in competition, not in performance, but in partnership.”

In every healthy relationship, there exists an invisible balance. It is not measured in grand gestures, expensive gifts, or public displays of affection. It is measured in something quieter and far more significant: emotional equality. When couples stand on equal emotional grounds, love becomes less of a negotiation and more of a partnership. Emotional equality does not mean both individuals express love in identical ways. It does not require matching personalities or mirroring temperaments. Rather, it speaks to balance — a shared willingness to invest, to communicate, to be vulnerable, and to grow. It is the difference between two people walking side by side and one person constantly trying to catch up.

In many relationships, imbalance begins subtly. One partner initiates most conversations. One apologizes more frequently. One carries the emotional labor — remembering important dates, managing conflicts, sensing tension, and attempting reconciliation. Over time, this uneven distribution of emotional effort breeds exhaustion. The partner who gives more begins to feel unseen. The one who gives less may grow comfortable in emotional passivity. Love, in such a space, starts to tilt — slowly at first, then significantly. Resentment can creep in quietly, disguising itself as patience. Silence may replace honest dialogue. What once felt effortless begins to feel heavy.

When couples stand on equal emotional grounds, responsibility is shared. Both people are accountable for the health of the relationship. If conflict arises, neither hides behind silence nor dominates through control. Instead, they engage. They listen. They speak honestly without weaponizing words. Equality creates safety — and safety strengthens intimacy. It allows both individuals to express needs without fear of ridicule or rejection. One of the most overlooked aspects of emotional equality is vulnerability. True connection requires courage. It demands that both partners risk being misunderstood. But when vulnerability is one-sided, it becomes exposure rather than intimacy. If one person consistently opens up while the other remains guarded, trust cannot fully deepen.

Equality ensures that emotional risks are mutual. Where one shares fears, the other shares too. Where one admits weakness, the other responds with openness rather than judgment. In such a space, authenticity flourishes. Another crucial element is validation. In emotionally balanced relationships, both partners feel heard. Their concerns are not dismissed as “overreactions.” Their feelings are not minimized or compared. When couples operate on equal emotional ground, they acknowledge each other’s experiences as legitimate. They may not always agree, but they always respect. Validation does not mean surrendering one’s viewpoint; it means recognizing that another’s emotional reality matters.

Equality also protects individuality. Contrary to popular belief, healthy love does not erase personal identity — it enhances it. When both partners are emotionally secure, they do not feel threatened by each other’s independence. Personal ambitions are encouraged, not resented. Friendships are respected, not restricted. Growth is celebrated, not feared. Standing on equal emotional grounds means neither person shrinks to accommodate the other. Instead, both expand, knowing the relationship is strong enough to hold their evolution. Power dynamics often expose emotional inequality. When one partner controls communication — appearing and disappearing unpredictably, withholding affection, or using silence as leverage — imbalance emerges.

Emotional dominance weakens intimacy. It creates anxiety instead of assurance. But when couples share emotional power, there is consistency. There is clarity. There is no need to decode affection because it is offered freely and intentionally. It is important to understand that equality does not imply perfection. Couples will still disagree. They will face stress, miscommunication, and moments of frustration. However, when emotional footing is equal, conflict does not threaten the foundation. Instead, it becomes an opportunity for understanding. Both partners approach challenges as teammates rather than opponents. They choose resolution over ego and repair over pride.

Time often reveals whether emotional equality truly exists. In the early stages of love, intensity can disguise imbalance. Enthusiasm feels mutual. Effort appears equal. But as routine settles in and novelty fades, the structure of the relationship becomes clearer. Who still initiates? Who still invests? Who still shows up consistently? Sustainable love requires sustained balance. It is built not merely on attraction, but on deliberate reciprocity. Standing on equal emotional grounds requires intentionality. It demands honest conversations about needs and expectations. It requires both partners to examine their habits — whether they withdraw during tension, avoid accountability, or rely on the other to carry the emotional weight. Emotional maturity is not about avoiding conflict; it is about handling it responsibly and returning, again and again, to shared ground.

Perhaps the greatest benefit of emotional equality is peace. There is no constant anxiety about where one stands. No guessing games about commitment. No fear that affection may suddenly disappear. Instead, there is stability. There is reassurance. There is mutual effort. In a world where relationships often blur the lines between attention and commitment, equality offers clarity. It reminds us that love should not feel like competition or performance. It should feel like partnership. When couples stand on equal emotional grounds, they build something resilient. They build trust that does not fracture easily. They build respect that does not depend on mood. They build a connection rooted not only in passion but in balance. And in that balance, love finds its strength — not in who gives more, but in how both give fully.

By: Sylvia ThankGod-Amadi

Opinion

NDDC: Time To Illuminate Homes

Published

1 week ago

March 2, 2026

The Tide

Quote:“Twenty-five years on, the Niger Delta cannot celebrate illuminated streets while families sit in darkness. Development must begin inside the home — where children study, businesses grow, and lives are built — before it glows on the roadside.”

The Niger Delta Development Commission (NDDC) was established in 2000 with a clear and urgent mandate: to facilitate the rapid, even, and sustainable development of Nigeria’s oil-producing Niger Delta region. The creation of the Commission followed decades of agitation over environmental degradation, infrastructural neglect, and socio-economic marginalization in the region. Its core mandate included the development of roads, bridges, electricity, water supply, health facilities, education, housing, environmental remediation, and economic empowerment initiatives. At inception, expectations were high that the Commission would transform the Niger Delta into a model of regional development. Over the years, the NDDC has indeed implemented numerous projects across the nine Niger Delta states. Roads have been constructed and rehabilitated in several communities, easing transportation challenges.

Schools have been renovated, and new classroom blocks have been provided in underserved areas. Health centres have been built or upgraded, improving access to primary healthcare services. The Commission has also awarded scholarships to students, including foreign postgraduate scholarships, empowering thousands of youths academically.Skills acquisition and youth empowerment programmes have helped many young people gain vocational competencies.Through various interventions, the NDDC has contributed to job creation and local economic stimulation.Solar-powered street lighting projects have been widely implemented in urban and semi-urban communities. These streetlights have improved visibility at night and contributed to enhanced security in some areas. Markets, highways, and public spaces illuminated by solar lights have experienced extended business hours.

For these efforts, the Commission deserves acknowledgment and commendation. However, development must always align with foundational mandates and pressing grassroots realities. A growing concern among residents is that while streets are illuminated, many homes remain in darkness. Rural electrification and household power access remain inconsistent and inadequate across large parts of the region. In riverine and remote communities, families still rely on generators, kerosene lamps, or complete darkness after sunset. The irony of brightly lit streets juxtaposed with powerless homes cannot be ignored. Electricity at the household level directly impacts education, health, and small-scale enterprise. Students cannot effectively study at night without reliable indoor lighting.Families cannot preserve food or power essential appliances without stable electricity.

Micro and small businesses struggle to grow without dependable energy access. While street lighting enhances public aesthetics and security, it does not substitute for domestic electrification. The proverb “charity begins at home” is especially relevant in this context. True community development must first empower households before beautifying public spaces. The Commission’s original mandate emphasizes integrated and sustainable development, not isolated infrastructural gestures. Balanced development requires that energy interventions prioritize homes alongside streets. Solar technology presents a unique opportunity for decentralized household electrification in off-grid communities. Extending solar solutions to individual homes would have a transformative social impact. Home-based solar systems could power lights, fans, small appliances, and communication devices.

Such interventions would reduce poverty, improve living standards, and stimulate grassroots productivity. By broadening its energy focus, the Commission would better reflect the spirit of its founding legislation. This is not a call to abandon street lighting projects, which have their merits. Rather, it is an appeal for balance, inclusivity, and alignment with core developmental objectives. Strategic planning should ensure that rural electrification and household access form a central pillar of ongoing interventions. Community engagement and needs assessments can help determine priority areas for household solar deployment. Twenty-five years after its establishment, the NDDC stands at a reflective moment in its institutional journey. The people of the Niger Delta say: thank you for the efforts so far—but not very much—because true appreciation will come when development begins at home and radiates outward, not merely when streets shine while houses remain in darkness.

By: King Onunwor