EXAMINATION OF THE ISSUES AND CHALLENGES AFFECTING ADVERTISING IN MEDIA PRACTICE IN NIGERIA

Abstract

The paper analysed the meaning of advertising in the context of film media. The paper narrowed advertising to advert placement in Nollywood films as an evolving trend in Nigeria’s advertising industry and considered the issues, benefits and challenges associated with advertising in Nollywood films. The paper considered media practice in advert placement and found issues like the plurality of regulatory framework and regulators of advertising in Nigeria among challenges like piracy, devaluation of the naira, compliance with the regulatory framework, and use of intellectual property rights without permission. The benefit of advertising in films has come a long way. Nigerian brands are yet to embrace it in expanding sales abroad and producers are yet to exploit it in reducing production and marketing costs of movies. Perhaps due to its intricacies and confusing regulatory landscape. The paper suggests that intellectual property rights should be woven into media practice in Nigeria, and a body corporate should be established to oversee and regulate advert placement in films while encouraging film producers and brands to seek the services of IP lawyers in their negotiations.