ADVERTISING AND CULTURAL PERSPECTIVE: TROPHY BILLBOARD ADVERTISEMENT IN ILORIN AS A PARADIGM

Abstract

This study examines the relationship between advertising and culture with regards to the Trophy Lager beer 
billboard advertisement at Offa garage area of Ilorin which generated controversy between the advertiser and the 
Ilorin Emirate Descendants Progressives Union (IEDPU) in the year 2023. The primary purpose of the study was to 
determine the perception of Ilorin residents about the Trophy Lager beer advertisement. The study was underpinned 
by reception theory. Survey research method was adopted and self-administered questionnaire served as the research 
instrument for this study. The views of 187 residents of Ilorin were sought on their perception of the Trophy Lager 
beer billboard advertisement mounted at Offa garage area of Ilorin in the year 2023.The finding revealed that, 
although, the Trophy billboard advertisement caught the attention of majority of the residents of Ilorin, it was 
against the Islamic cultural relevance for which Ilorin community is known, and that respect for local values was 
highly unfavourable. The study concludes that advertising contents should mirror the society through the language, 
religious customs and ideology of the people in order to motivate the target buyers to purchase the advertised 
products. The study recommends, among others, that, further research should be carried out on the influence of the 
Trophy Lager beer advertisement on the consumption of alcohol among Ilorin youth.