Journal of Mass Communication & Journalism

Ogbu SU

Publications

• Research Article
  Role of Indomie�?¢�?�?��?�?�s �?¢�?�?��?�?Like No Other�?¢�?�?��? Campaign in Cultivating Pester Power in the Children of Eleko Community, Lagos
  Author(s): Nnawuihe D and Ogbu SUNnawuihe D and Ogbu SU
  
  ‘Pester power’ as a marketing strategy used in targeting kids has been a controversial topic for ages. Critics express concern over its negative results such as parent-child conflict, health hazards from unhealthy food consumption, unethical manipulation of children, etc. This births the question – who or what cultivates ‘pester power’ in children? While some scholars attribute the cultivation of pester power to advertisers, others suggest that the concept is a socially driven phenomena that has existed long before the coinage of the term. This study is an attempt to explore the concept of ‘pester power’ and determine the factors responsible for its cultivation in children by using Indomie’s “like no other” campaign as its focus. From the prisms of the Cognitive Development Theory and the AIDA Model, the study examined the pr.. Read More»
  

  Abstract PDF