Capitalist Realism in Africa: Realities and Myths in Advertising

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“Capitalist Realism” in Africa: Realities and Myths in Advertising is a multifaceted analysis of the role of advertising in the national development of Nigeria, and by extension, other African ...
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Promises and Challenges

Pp. 68-75 (8)

Emmanuel C. Alozie


Chapter VI explores the role of advertising in modern economies as it relates to Nigerian and African contexts. While it recognizes that advertising contributes to economic development and holds promises, it contends that there are challenges associated with advertising with regards to politics, socioeconomic and cultural concerns that must be addressed.


Developmental advertising, developing nations, localization, western, regulation, messages, hybridization, Pidgin English.


Governors State University USA.