Our country, Nigeria is more of a capitalist state and everyone in his kind of business, wants to maximize profit. By the way of negligence of the ethical standards, some advertisers, regardless of the decency, truthfulness and social values which advertising upholds stick to unethical advertising practice, thus, causing loss of lives, discomfort, and dissatisfaction to the consumers of some goods and services. In the words of Ifedayo Daramola (1999)

“a number of advertisements carried by Nigerian newspapers, radio and television are illegal and libelous; while some contain malice†

This work has been structured in five chapters to make an ideal project. 

Chapter one embodies background of the study, which deals on advertising in its entirely. The chapter two of this work, made an indepth review of related literatures. These literatures bother on enhancing social responsibility through advertising, the power of persuasive communication in advertising, factors affecting buying behaviour, the theoretical framework and measures to enhance ethical standards in advertising practice. 

The third chapter covers the methodology with which the study is carried on. In this regard, the sample survey technique was chosen. The technique evaluated the description of research population, sample and sampling techniques, instrument of data collection, techniques of data collection and limitations of the methodology. 

In chapter four, the presentation and interpretation of data collected is done. This is based on description of data according to its relevance to a given research question. Also, discussion and interpretation of results are carefully made. Chapter five, which is the concluding aspect of the work summaries the points/results of data and provides recommendations to alleviate the ill-practice of some unprofessional advertisers who sabotage the ideal practice of advertising in Nigeria.

 

TABLE OF CONTENTS 

Title page

Approval page

Dedication

Acknowledgements

Table of contents

Abstract

CHAPTER ONE 

INTRODUCTION

1.1.Background of the study

1.2.Statement of the Problems

1.3.Objectives of the study

1.4.Significance of the study

1.5.Research questions

1.6.Research hypotheses

1.7.Conceptually and operational definitions

1.8.Scope and limitations of the study

1.9.Assumptions of the study

        References

LITERATURE REVIEW 

2.1.Sources of related literature

2.2.The review

2.2.1.  Enhancing social responsibility through advertising

2.2.2.  The power of persuasive communication in advertising

2.2.3.  Factors affecting buying behaviour

2.3.Theoretical framework: social responsibility

2.2.4.  Measures to enhance ethical standards in advertising

2.4.Summary of the literature review

        References

METHODOLOGY 

3.1.Description of the research population

3.2.Sample and sampling techniques

3.3.Instruments of data collection

3.4.Techniques of data analysis and presentation

3.5.Limitations of the methodology

        References

PRESENTATION AND INTERPRETATION OF DATA

4.1.Data analysis and presentation

4.1.1.  Why do some advertisers neglect the ethics of advertising practice?

4.1.2.What effects have unethical advertising practice caused?

4.1.3.  Has APCON stipulated any measures to curb illegal advertising?

4.1.4.  Does advertising lack professional application?

4.1.5.  Why are the media involved in promoting unethical/illegal advertising?

4.2.Discussion and interpretation of results:

SUMMARY, CONCLUSION AND RECOMMENDATIONS 

5.1.Summary

5.2.Conclusion

5.3.Recommendations, General recommendations, Recommendations for vitafoam company and Recommendations for future studies

        Bibliography

        Appendix