| Title: | Adaptation of Yoruba Culture as Global Advertising in Some Telecommunications Commercials in Nigeria |
| Author(s): | Helen O. ADEKOYA, Kolade AJILORE, & Wasiu O. TEJUOSO |
| Abstract: | This paper examined the strategic consideration of the level of adaptation of Yoruba cultural elements as glocal advertising strategy in telecoms companies’ television advertisements in Nigeria, as standardization and adaptation (globalization versus localization) in foreign markets is a topic of constant debate among scholars. Content analysis was adopted to investigate eight global campaigns of four telecom operators: MTN “Goody Bag” and “I Don Port”; Airtel “Recharge Plus” and “Smart Recharge”; Glo “Data is Oxygen” and “3-in-1 Recharge Option”; and Etisalat (9Mobile) “New Recharge Promo” and “Double Data”. The research findings illustrate that the four major telecommunications companies in Nigeria glocalized with the use of Yoruba cultural elements in their television advertisements. The advertisements reflected Yoruba cultural dressing in form of dressing - cap, headgear and clothes; character, language, ornaments, settings, music and signs/symbols (crafts) in order to attract maximum subscribers and stimulate intention and actual subscription to telecom brands. This study recommends that more cultural accommodation should be made in telecommunication television advertisements by giving prominence to other elements such as ornaments, settings, signs/symbols and music which were not strikingly used in most of their advertisements. |
| Keywords: | Globalisation, glocalization, advertising strategy, cultural elements, telecommunications |
