CULTURAL SENSITIVITY IN ADVERTISING: A COMPARATIVE STUDY OF A NIGERIAN AND INTERNATIONAL TELECOMMUNICATION BRAND (GLOBACOM & AIRTEL NIGERIA)

This study examines cultural sensitivity in advertising with a comparative focus on Globacom, a Nigerian-owned telecommunication company, and Airtel Nigeria, an international brand. The research problem arises from the need to understand how cultural elements influence consumer response to advertising in Nigeria’s diverse society. The objectives of the study include identifying cultural elements embedded in the advertisements of both brands, comparing their approaches, and assessing the effectiveness of these strategies in shaping audience perception. The study adopts a qualitative content analysis method, analyzing selected advertising campaigns from both companies. Findings reveal that Globacom’s advertisements rely heavily on indigenous languages, religious references, and local festivals to foster cultural identification and brand loyalty, while Airtel employs storytelling, celebrity endorsements, and selective cultural symbols to adapt global strategies to the Nigerian context. The study concludes that cultural sensitivity plays a critical role in strengthening consumer engagement and brand acceptance. It recommends that advertising practitioners prioritize inclusivity and ethical representation of cultural values to avoid stereotyping or misrepresentation.