Beyond the Jingle: A Thematic Analysis of Creative Persuasion in Nigerian Telecommunications Advertising

Background: The study of creative approaches in functional advertising is a key focus for marketing communication scholars, as advertisers constantly work to capture the attention of television's vast audience. This study examined creative approaches in contemporary television advertising within Nigeria's highly competitive telecommunications industry. Objective: The primary objective was to analyse the creative strategies—specifically the use of dominant versus emerging approaches—deployed by MTN, Glo, and Airtel, and to assess their effectiveness in a rapidly evolving media landscape. Methodology: The research adopted a thematic content analysis design on a sample of 14 contemporary television commercials (four from MTN, five from Glo, and five from Airtel). Inter-rater reliability was ensured through a standardised coding process with research assistants. Results: The findings revealed a clear and consistent pattern across all three brands: a deliberate shift away from purely dominant creative styles towards a maximalist utilisation of emerging creative approaches. Advertisements heavily featured creative themes such as emotional storytelling, humour, and celebrity endorsements, suggesting a strategic focus on engaging the audience through the peripheral route of persuasion, as outlined by the Elaboration Likelihood Model. Conclusion: The study concludes that the target audience for these brands is primarily the younger generation, necessitating a shift towards dynamic, culturally relevant, and engaging advertising. The findings underscore that in a cluttered market, a compelling creative approach that resonates with the "spirit of the new age, powered by science and technology" is essential for effective audience engagement and brand success.