This study examines how Nigerian consumer goods advertisements engage audiences while transmitting and reinforcing socio-cultural ideologies. Advertising in Nigeria, particularly for fast-moving consumer goods (FMCGs), is a pervasive site where societal values, gender norms, and class distinctions are both reflected and normalized. Despite their significance, there is limited research on how multimodal strategies in these advertisements shape perceptions of identity, tradition, and consumer behavior, revealing a critical gap in postcolonial media studies. The study aims to investigate how Nigerian FMCG advertisements construct meanings related to gender, culture, and social status and how these messages intersect with neoliberal consumer ideologies. A purposive sample of twelve television and digital advertisements was analyzed using African communication theory, rhetorical analysis, and multimodal discourse analysis. Findings indicate that advertising in Nigeria conveys messages beyond mere product promotion, reflecting broader social themes: women are primarily associated with domesticity and beauty, whereas men are depicted in terms of success, performance, and social elitism. Cultural traditions are regularly adapted to align with market trends, positioning consumption as a vehicle for achieving identity, mobility, and moral duty. Advertising thus functions as a quasi-governmental force, influencing societal attitudes and regulating norms through visual and affective appeals. The study concludes that greater cultural sensitivity, inclusivity, and ethical standards are essential in Nigerian advertising. Policymakers, media practitioners, and civil-society actors are encouraged to consider the societal implications of persuasive media, integrating ethical frameworks into regulation and practice to promote equity, social responsibility, and culturally respectful representations in postcolonial contexts.
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Ugondo et al. (2025) studied this question.