Consumer Culture Plots in Television Advertising: Consequences of Globalization in Emerging Markets

Adesegun Oyedele, St. Cloud State University, USA
The goal of the study was to explicate the plots and stories used to promote global consumer culture in television advertisements from Nigeria. The subordinate goal was to understand the interplay between the global and the local in television advertising. The three major plots common in the 196 advertisements evaluated from Nigeria include: 1) Male breadwinner 2) The Big Man plot, and 3) Masqueradization of Western ideals plot. The findings concerning the interplay between the local and the global suggests that the global is more powerful in transforming the aesthetic of the local but less powerful in transforming social order attributes associated with the local.
[ to cite ]:
Adesegun Oyedele (2010) ,"Consumer Culture Plots in Television Advertising: Consequences of Globalization in Emerging Markets", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 658-659 .