ADVERTISING IN A MULTI-ETHNIC STATE: A CASE STUDY OF THE NIGERIAN STATE

Abstract

This study reviews existing literature on advertising in multi-ethnic contexts, with a particular focus on Nigeria—a nation of over 250 ethnic groups and more than 500 languages among a population exceeding 220 million. The review identifies key factors influencing the success or failure of advertising in such a culturally diverse setting. Findings suggest that advertisements lacking cultural symbols—such as indigenous language, setting, personality, and locally relevant content—are less likely to resonate with their target audience and are therefore prone to failure. Conversely, culturally grounded advertisements that incorporate these elements are more likely to achieve success in multi-ethnic environments like Nigeria.