AKSU Journal of Communication Research (AJCR)

Abstract
Advertising has been criticised for promoting materialism. It appeals mostly to emotions. At least some critics admitted that persuasive advertising, however, poses a real problem, since some of the persuasive techniques used are intended to by-pass the intellect and rationality, and if successful, lead to improvident actions. Therefore the checklist for judging the ethical level of advertising should be; what does the advertiser intend to do? What are the actual effects of his advertising on the individuals and on society as a whole especially in depressed economy such as ours. Economics is a practical science of production and distribution of wealth. Hinged on the Planned Action Theory this study examined and provided a contextual appraisal of the issues in advertising from the critic point of view and the advertisers. This study employed the qualitative research design with significant reliance on library, and internet in review of the literature and theories / arguments presented alongside the analyses of advertising as it affects economic and social issues in growing business in society. The study highlighted the crucial roles advertising plays in society and product marketing. The work concludes that advertising both mirrors and shapes values in the society. It shows that through effective advertising strategies consumers purchase those brands from which they are exposed to and to which they are emotionally attached. This study then recommends that advertising in a cashless and depressed economy in a country like Nigeria should encourage living the kind of life that reflects our values.