Perspectives on Celebrity Endorsements in Electioneering Political Advertising in Nigeria (1999-2023)
Abstract
Objective: The objective of this study is to examine the concept, forms, prospects and challenges of celebrity endorsements in political advertising in Nigeria.
Conceptual Framework: In this topic, the main concepts that underpin the study are presented. The preponderance of celebrity endorsements in electioneering political advertising, nature, and approaches stand out, providing a solid basis for understanding the context of the investigation.
Method: The methodology adopted for this study comprises a longitudinal design involving content analysis of literature on celebrity endorsements and political advertising and observation of political campaigns/advertisements involving celebrity-endorsers in Nigeria from 1999 to 2023.
Results and Conclusion: The results revealed that celebrity endorsements of candidates/parties in political advertisements in Nigeria have increased since the return to democracy in 1999. These endorsements are mostly theme songs, video clips and physical presence in campaign rallies/concerts and helped to gain voters’ attention, inject excitement into the campaign, aid message recall and give the political advertisements strong appeals. However, some of these endorsements fail because some voters perceive them as mere entertainment, distraction from core campaign issues and waste of money among others.
Research Implications: The implications of this study are discussed, showing how the results can be applied to influence how candidates/parties, celebrities and the public perceive celebrity endorsements in electioneering political advertising in Nigeria.
Originality/Value: This study contributes to the literature by providing insights into the preponderance, forms, prospects and challenges of celebrity endorsements in political advertising in Nigeria and recommends how the practice can be improved.
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References
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