CHAPTER TWO
LITERATURE REVIEW
2.1. SOURCES OF RELATED LITERATURE
This chapter basically examiners the
contributions of some experts, practitioner and scholars of advertising toward
the sustenance and maintenance of social responsibility as a demand that must
be met in order to have a cordial interlink between the advertisers and the
patronizers of advertised goods and services.
Categorically, it evaluates the extent
of effectiveness of their contributions in solving the problems created by
unethical practice of advertising. There is no doubt that these contributors
have, from time to time, analyzed the importance of advertising, highlighting
its laid down principles and the effects of its unethical practice, especially
as it concerns the social responsibility to consumers.
2.2. THE REVIEW
2.2.1. IMPORTANCE OF ADVERTISING IN ENHANCING SOCIAL RESPONSIBILITY
Advertising is considered effective
and result-oriented whenever it is seen to be responsible to consumers. In
other words, the message given by the advertisement must be accurate and
truthful. Supporting this view, William Wells (1995:52) states thus:
Conversely,
if you believe that advertising mirrors society, you will think that
advertisers have a responsibility to ensure that what is portrayed is accurate
and representative.
In this regard, if it assumed that
through advertising, one can be enlightened or be made aware of a given product
or ideal. Taking cognizance of how advertising benefits the society, Osunbiyi
(1999:38) maintains.
Economically,
it encourages the development of new and better products thereby giving
consumers a wider variety of choices; it keeps prices down and encourages
competition.
Overtly, Osinbiyi’s position that
advertising does a big job for the people who goes a long way to portray that
when any available product or idea is backed up by advertising i.e. creating
awareness, the people (consumers) would be given the opportunity to search for
such available products. This is a demonstration of social responsibility,
using advertising. And in doing this, a clear-cut choice is established, thus,
unveiling a scenario where information about health and social issues would be
made known. For this reason the APCON’s code of Advertising Practice Provides
that advertising should” be prepared with a high degree of social
responsibility and should not show disregard for the interest of consumers and
the wider Nigerian society”.