Is your manhood failing You
Persuasion strategies in the audio advertisements of herbal sex-enhancement drugs in Southern Nigeria
Bibliographic Data
| ID | 6030482 |
|---|---|
| Authors | Ruth Oji (Pan-Atlantic University), Ruth Karachi Benson Oji (Pan-Atlantic University), David Olorunsogo (0000-0001-9353-6864, Bow Valley College, corresponding author) |
| Year | 2025 |
| Pages | 1-16 |
| Publication date | 2025-03-31 |
| Open Access | No |
| Type | ARTICLE |
| Venue | African Identities (JOURNAL) |
| Journal identifiers | ISSN: 1472-5843 • E-ISSN: 1472-5851 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/14725843.2025.2487257 |
| OpenAlex | W4409074173 |
| Language | EN |
| Citations received | 1 |
| References cited | 14 |
This paper explores of the persuasion strategies employed by advertisers promoting herbal aphrodisiacs within Southern Nigeria. It involved the systematic recording of a dataset comprising 40 advertisements strategically sampled from various locations across the southern region, including markets and car parks. To unravel the strategies in these advertisements, the analytical lens of Simpson’s concept of ‘Reason’ was applied. The identified persuasion strategies embed techniques that advertisers deploy to capture attention and influence the perceptions of target audience. There is the abundant use of problematization of medical conditions, wherein advertisers strategically emphasize the perceived issues or challenges that their products purportedly address; blame-shift hedging is evident, wherein advertisers deflect potential scepticism by attributing certain concerns to external factors, thereby framing their products as the solution rather than the problem. These persuasion strategies are not arbitrary but are carefully tailored based on purportedly researched consumer behaviours. This symbiotic relationship between the strategies employed and the anticipated consumer responses highlights a strategic alignment with the advertisers’ objectives. This study provides a comprehensive examination of the diverse and sophisticated persuasion strategies wielded by advertisers in the promotion of herbal sex enhancement drugs in Southern Nigeria
Advertising · Business · Persuasion · Sociology · Traditional medicine · African history and culture studies · Gender Studies · Media Influence and Politics · Media, Gender, and Advertising · Medicine · Psychology · Social Psychology
The Discourse of Advertising
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Reason-tickle patterns in intertextual print advertising
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Reason' and 'tickle' as pragmatic constructs in the discourse of advertising
| Citations per year | 1 |
|---|---|
| Citation span | 2026 - 2026 (1) |
| Highly cited | No |