Dimensions of Advertising Theory and Practice in Africa propose aux communiquants africains et aux étudiants un panorama détaillé de l’histoire et des pratiques actuelles liées à cette discipline en Afrique. Pour les enseignants et les chercheurs, ce livre est un aide mémoire indispensable pour aborder les différentes approches du marketing sur le continent alors que la pratique de la publicité y est souvent considérée comme allant de soi. Dimensions of Advertising Theory and Practice in Africa est une étude détaillée des contributions africaines à l’industrie globalisée de la publicité mais aussi de l’impact profond de cette industrie sur l’économie et la culture africaine.

Dimensions of Advertising Theory and Practice in Africa brings together cutting-edge research by leading African communication and media theorists to provide students of African advertising with a broad but detailed survey of the history and present state of the art in Africa.

For teachers and researchers, the book is a thought-provoking reminder of the variety of approaches to the study of marketing communication on a continent where advertising is often taken for granted. From indigenous African forms of advertising by street criers, wall paintings and even olfactory appeals to the latest experiments in integrated marketing communication via the Internet, home videos, smartphones and social media, Dimensions of Advertising Theory and Practice is a comprehensive survey both of Africa’s contributions to the globalized advertising industry and of the industry’s profound impact on African economies and cultures.

The first collection of its kind, Dimensions of Advertising Theory and Practice marks an important moment in the study of marketing communication in Africa. It will be an essential text for years to come.

Contributors

Julius Abioye Adeyemo ⦁ Ganiyu Olalekan Akashoro ⦁ Sunday Adekunle Akinjogbin ⦁ Mariska Bertram ⦁ Olayinka Egbokhare ⦁ Nnamdi Tobechukwu Ekeanyanwu ⦁ Assay Benjamin Enahoro ⦁ Sydney Friendly Kankuzi ⦁ Olujimi Kayode ⦁ Shaibu Husseini ⦁ Beatrice Adeyinka Laninhun ⦁ Jacinta Mwende Maweu ⦁ Gilbert Motsaathebe ⦁ Angelique van Niekerk ⦁ Chinenye Nwabueze ⦁ Nelson Okorie ⦁ Rotimi Williams Olatunji ⦁ Sibongile Sindane ⦁ Seyi Soremekun ⦁ Noeem Taiwo Thanny.