Connect with us

Opinion

Threats, Gains Of Advertising

Published

on

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 Patrict 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

Continue Reading

Opinion

Imbibing Leadership Qualities Of Pope Francis

Published

on

The world emptied at the Vatican City, Rome, Italy last week for the burial of late Pope Francis, the head of the Catholic Church worldwide who died on April 21. Foreign delegates from 164 countries attended the funeral. Among them were the President of the Nigeria’s Senate, Godswill Akpabio, the Minister of State for Foreign Affairs, Bianca Ojukwu, the Catholic Bishop of Sokoto Diocese, Hassan Kuka and other politicians, who were there on behalf of President Bola Tinubu and the entire nation.
Right from the day the Pontiff passed on, through the days preceding his burial, till the day his corpse was laid to rest and uptill now, a lot has been spoken about his great leadership qualities which stood him out among many other leaders in the world.
Some say that in a world increasingly defined by power struggles, materialism, and political division, Pope Francis stood as a rare symbol of humility and selflessness. Since his election in 2013, he redefined what it meant to lead not just a church, but a global moral community. More than just a spiritual figure, Pope Francis was a powerful voice for the voiceless, championing compassion, justice, and mercy.
Others say that from the very beginning of his papacy, Jorge Mario Bergoglio—Pope Francis—made clear that he intended to chart a different course. Choosing to live in the modest Vatican guesthouse rather than the opulent Apostolic Palace, he signaled that his papacy would not be about grandeur. He traded the red papal shoes for simple black ones, and when he was introduced to the world, he asked the crowd to pray for him before offering his own blessing. These symbolic acts spoke volumes about the kind of leader he aspired to be.
Perhaps, the most talked about quality of the cherished leader was his humility. In him, humility was not theoretical but practical. He repeatedly called for a “poor Church for the poor,” aligning the Catholic Church more closely with the needs of the marginalized. Whether washing the feet of prisoners on Holy Thursday or visiting refugee camps, Pope Francis embodied a theology that demands solidarity with the suffering.
Equally mentioned was his selflessness in the face of complex global challenges. He did not shy away from controversial topics—climate change, economic inequality, migration, and even internal Church reform. His encyclical Laudato Si’ challenged both political and economic leaders to treat the planet with reverence, not exploitation. He advocated for inclusive dialogue, calling on governments to welcome migrants as fellow human beings, not burdens.
The passing of Pope Francis indeed marked the end of an era defined by humility, moral clarity, and an unwavering commitment to justice.
nd the question for Nigerian leaders both those present at his funeral and those that couldn’t be there, both political, religious and traditional leaders and indeed all Nigerians is, what lessons can the country learn from the life of the Pontiff? How can we embrace his lifestyle to transform our national fabric?
Pope Francis showed the world that true leadership is rooted in service, not in pomp or power. He declined the luxuries of the papal palace and chose to live among the people. Our leaders, notorious for their obsession with opulence and entitlement, must learn that leadership is not about status symbols—convoys, sirens, and security details—but about responding to the needs of the people with empathy and action.
In a country where public officials often equate success with extravagance, the lifestyle of Pope Francis should teach us that simplicity does not diminish influence. He wore modest clothing, drove a humble car, and redirected attention away from himself and toward the marginalized. Even at death, his coffin was made of simple wood. If our leaders, contractors, heads of institutions and others can practice such simplicity, certainly more resources will be available for education, health, and infrastructure. Nigerians will stop dying of hunger because there will be enough money to invest in farming and other agricultural activities.
Pope Francis was a champion of the poor, migrants, and the forgotten. He spoke boldly against exclusion, even within the Church. As a matter of fact, many Catholics, particularly the divorced and the civilly remarried who could not receive communion, started receiving communion. A close childhood friend of mine belongs to this group. After her first marriage crashed, she remarried but could no longer receive communion until Pope Francis’s Amoris Laettia (The Joy of Love) document of April 8, 2016, began to reshape in our local parishes.
Ours is a deeply divided nation—ethnically, religiously, and politically. Our leaders must rise above sectional interests to promote inclusion, heal old wounds, and govern with the common good in mind. The practice of one law for one tribe or a particular section of the country and other for others should be jettisoned.
Expectedly, Pope Francis’s papacy was not without challenges. Scandals within the Church, resistance from conservative factions, and geopolitical tensions tested his resolve. Some critics even said that his positions were too progressive, even disruptive. Yet even in the face of criticism, he maintains a posture of listening, forgiveness, and dialogue. He did not back down from calling out injustice, environmental degradation, or corruption.
Nigerian leaders should stop prioritizing personal survival over national progress. Currently there is a defection wave going on in the country. Political leaders are dumping the political parties under which they were elected by the people to join other political parties. How do their actions benefit the people that elected them? Some Nigerians for tribal reasons and political profiteering will choose to keep mum in the face of injustice against their fellow citizens. Just as Pope Francis, speaking and acting against injustice—no matter the cost—should be the standard, not the exception if Nigeria must move forward as a united entity.
Another striking attribute of Pope Francis was his ability to listen, dialogue and foster peace. He was a bridge-builder. He engaged atheists, Muslims, and people of all cultures in meaningful dialogue all geared towards peace in the world. In a country as diverse as Nigeria, listening to opposing views and working toward peaceful coexistence should be second nature to our leaders, not an afterthought.
Nigeria will be a better, more progressive country if both the leaders and the led realize that everybody cannot be on the same side of a bargain. Dissenting voices must always be there. Diverse opinions must exist. The ability to tolerate these views and accommodate the opponents is one of the great qualities of a good leader. That, too, is a form of humility—not weakness, but the strength to lead with openness and grace.
Francis never forgot that he was accountable not just to the Church, but to God and humanity. Nigerian leaders, especially those who publicly profess faith, must internalize the idea that leadership is a sacred trust. Governance should reflect conscience and character, not just calculation and convenience.
Pope Francis’s message was simple yet radical: to be truly great, one must serve. In this, he channeled not only the spirit of St. Francis of Assisi, whose name he bore, but also the core teachings of the Gospel. He brought the Catholic Church closer to the people—not by changing doctrine, but by changing tone. His humility was not performative; it was deeply woven into his actions, his words, and his witness.
In honoring the legacy of Pope Francis, Nigerians—leaders and citizens alike—must embrace a new kind of leadership: one marked by humility, sacrifice, and service to others. His life reminds us that change doesn’t begin with policies alone; it begins with character.
Adieu Humble Holy Father

By; Calista Ezeaku

Continue Reading

Opinion

Nigeria’s Insecurity And Co-Existence

Published

on

On April 21, as the clock struck 9 p.m., terror descended upon Desa, a tranquil town known officially as Ilesha Baruba, nestled in Kwara State’s Baruten Local Government. It’s just a few minutes away from my hometown.
“Masked in military fatigues, armed bandits shot sporadically at the town’s night market that was bustling with young men of different ethnicities having a good time and cold-bloodedly murdered eight innocent souls.
The terrorists began their rampage by brutally executing a Fulani man who was a member of the local vigilante. Multiple gunshots splattered his brains across the ground in a shockingly repellent spectacle of blood and tissue.
Five other Fulani people were gunned down. Tragically caught in the crossfire were also a Fon man from southern Benin Republic and a Baatonu native of the town.
What deepens the anguish is the apparent senselessness and inscrutability of it all. Eyewitness accounts said the assailants themselves were Fulani (based on the language they spoke). And they neither kidnapped nor stole.
Why did they kill fellow Fulani men? The Fon man and the Baatonu man appeared to be unintended targets. Was this just bloodthirsty nihilism? Did the Fulani men, who were integrated into the local community, betray the terrorists? Everyone is mystified.
Before April 21, though, the whole of Borgu had been gripped by paralyzing fears of the new terrorist group called Mahmuda. They had operated in Kebbi and Niger states and recently began to be seen in my part of Kwara State. In other words, they are now in all of what used to be collectively Borgu.
Borgu is a historic, multi-ethnic space, which comprises Baruten and Kaiama local governments in Kwara State, Borgu and Agwara local governments in Niger State, Bagudo and Dandi local governments in Kebbi State, and Borgou and Alibori departments (i.e., states) in Benin Republic.
It existed as a loose but powerful, storied, invincible, confederation of disparate kingdoms from the 1300s until the 1890s when Britain and France conquered and dismembered it.
Terrorists had been camped in the Kainji Lake National Park and in the part of Beninese portion Borgou that shares a boundary with Burkina Faso for more than a year. This year, they moved to Kaiama and parts of Yasikiru in Baruten LGA.
Efforts by residents to alert authorities initially brought hope when security forces raided terrorist hideouts and confiscated some of their weapons and equipment.
But rather than bringing relief, these actions incited vicious reprisals and transformed our communities into targets for heartrending sanguinary retaliation that spares no children, women, or the elderly.
The last week’s visit by Kwara State’s governor to Kaiama, intended as an assurance of protection, tragically became a catalyst for further bloodshed. Mere hours after his departure, terrorists punished the community with intensified violence and mercilessly murdered more innocent and helpless people.
Two days before the horrific events in Desa, ominous messages from the terrorists had spread across Baruten and Kaiama, imposing a curfew slated to begin at 10 p.m.
Yet even before it could be enforced, the terrorists struck unannounced, extinguished precious lives and spread dread.
This escalation leaves the people of Borgu in a state of disabling siege and fear. They have been robbed of the peace they once cherished.
My heart is broken beyond description. Borgu’s famed, time-honored tranquility now trembles beneath the weight of terror and grief.
The urgency for decisive, meaningful action to restore safety and peace has never been more critical.
Kperogi, a public affairs analyst, wrote in from Lagos.

By: Farooq Kperogi

Continue Reading

Opinion

Nigeria’s Poor Economy And High Unemployment Rates

Published

on

Nigeria, often referred to as the “Giant of Africa”, is endowed with vast natural resources,
a large population and a youthful workforce.
Despite these advantages, the country faces persistent economic challenges, most notably high unemployment rates over the years. Successive governments remain a central issue contributing to poverty, social unrest, and underdevelopment. The economic wellbeing of a nation is significantly tied to her employment levels.
In Nigeria’s case, high unemployment has become a key driver of its poor economic performance affecting everything from productivity and income levels to crime and political instability.
Unemployment in Nigeria has assumed a multidimensional nature, characterised not just by joblessness but also underemployment, informal employment and precarious working conditions.
The Nigeria National Bureau of Statistic (NBS) said the youth with over 60 percent of Nigeria’s population under the age of 30 percent youth unemployment is a time bomb threatening the nation’s future.
Many graduates leave universities and polytechnics annually with little or no hope of securing decent jobs.
This structural unemployment is the result of a mismatch between skills and labour market needs, inadequate industrialisation, and a weak private sector.
Unemployment affects an economy in numerous direct and indirect ways.
In Nigeria, it leads to a reduced consumer base, when large sections of the population are not earning steady incomes, they have limited purchasing power which in turn affects the production and growth of businesses. Companies produce less, invest less and hire fewer people, leading to a vicious cycle of low economic growth.
Moreover, high unemployment translates to lower tax revenue for the government with fewer people paying taxes. The government has fewer resources to fund infrastructure, education, healthcare, and other public services that stimulate economic development.
This fiscal weakness forces Nigeria to rely heavily on foreign loans, which leads to rising debt levels and economic vulnerability.
Furthermore, infrastructure deficits including inadequate power supply, poor road networks and limited access to credit make it difficult for small and medium sized enterprises (SMEs) to thrive, yet SMEs are the bedrock of employment in many developed nations. Nigeria’s weak support for SMEs stifles innovation and job creation.
Another tragic consequence of high unemployment is the mass exodus of Nigerian talent to foreign countries in search of better opportunities. The brain drain weakens the country’s human capital base and deprives it of professionals who could contribute meaningfully to national development.
The “Japa” phenomenon-a slang used to describe young Nigerians fleeing the country reflects deep disillusionment with the system. Doctors, nurses, software engineers and other professionals are leaving in droves. The cost of training these individuals is absorbed by Nigeria, but their expertise benefits foreign economics. This dynamic further deepens the economic challenges as the country loses its best and brightest minds.
Addressing unemployment in Nigeria requires a multifaceted approach, first.
Secondly, industrialisation must be prioritised. The government should create an enabling environment for local manufacturing by improving infrastructure, reducing Bureaucratic bottlenecks and offering tax incentives reviving the agricultural sector with modern techniques and supply chains can also absorb a significant portion of the unemployed.
Thirdly, Governments at all levels must be held accountable for implementing job creation programmes transparently and effectively. Public-Private Partnerships (PPPs) should be encouraged to drive innovations and employment in ICT, renewable energy and logistics.
Finally, Nigeria must diversify its economy away from crude oil and invest in sectors that generate mass employment. Tourism, education, healthcare and creative industries such as film and music hold immense unlapped potential.
With genuine commitment from leaders, strong institutions and the active participation of the private sector and civil society, Nigeria can turn the tide on unemployment and chart a path toward sustainable economic prosperity.
Idorenyi, an intern with The Tide, is a student of Temple Gate Polytechnic
Abia State.

Biana Idorenyin

Continue Reading

Trending