Cultural Symbols and African Symbolism: The Efficacy in Product Advertisement

Although there are lots of African or Nigerian cultural symbols used in advertisement across the continent, and indeed in the world over, there, however, are still some major ones that are prominent and to which, people readily relate. However, only little has been written about the significance of these indigenous, African symbols. This study sought to establish the significance and application of African cultural symbols, in advertising. Adopting a descriptive approach, a sample size of 137 respondents was taken randomly in, Lagos state, Nigeria and sampled with a 100% return rate. The study revealed that kola-nuts, head crown, cowries, beads, calabash, horsewhips, cocoa pod and seeds and the talking drum are some of the most, important African symbols used in advertisement with cowries and kola-nuts ranking as the most important., The study also shows that the application of indigenous African symbols and symbolism, with which people, can readily relate, to product advertisement will help improve advertising of products and communication.,

Keywords: African symbols, Advertising, Communication, Culture, Symbolism