TY - JOUR AU - OLATUNJI, Rotimi Williams PY - 2013/06/16 Y2 - 2024/03/29 TI - COMMUNICATION AND SOCIAL CHANGE: A CASE FOR CAUSE-RELATED ADVERTISING IN NIGERIA JF - Covenant Journal of Communication JA - CJOC VL - 1 IS - 1 SE - Articles DO - UR - https://journals.covenantuniversity.edu.ng/index.php/cjoc/article/view/9 SP - AB - <p>Social responsibility in advertising implies the use of commercial messages for the promotion of the wellbeing and development of the community, rather than the use of advertisements for profit motivation. Advertising is conceived here as both a social institution and a form of communication to promote positive changes in society. Using a descriptive content analysis of newspaper advertisements, this paper investigates the extent to which advertisements on Children‟s Day activities in Nigeria portrayed the myriads of challenges confronting the Nigerian Child and the level of involvement of both government and private sector organizations in the sponsorship of children‟s issue-related advertisements. Two major newspapers, (The Punch and The Guardian) published between 2000 and 2005, were purposively selected and analyzed for content. Results show that the private sector advertisers sponsored more messages on Children‟s Day activities than did governmental and non- governmental organizations (NGOs). However, while the few sponsored messages on the part of government bodies addressed the needs and social challenges of the child, the advertisements sponsored by business organizations were, expectedly, more overtly profit motivated than being socially oriented. The paper concludes with appropriate recommendations on strategies for motivating advertisers towards deeper involvement in cause marketing, otherwise called social responsibility advertising.</p><p><br />Keywords: Advertising; Cause-related marketing; Children‟s day; Content analysis; Social responsibility.</p> ER -