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Societal values are polysemous and its dimensions are imported into advertising to give it rich content. The polysemous character makes it sensitive and complex phenomena. For instance, value that is acceptable in the western part of Nigeria may be unacceptable in the north or east. This clearly implies that value, although may be of the people, is relative and subjective. This study made use of survey research design with a single research question set to guide it. Data were collected from 362 respondents who were purposively selected in the study area (Lagos State, Nigeria) as sample size. Data gathering were done on the field with the aid of questionnaire and analyzed with descriptive statistics. Specifically, a Table of frequency and percentage distribution was employed and scoring of variables was done vis-à-vis the responses of the consumers of staple commodities to look at the extent to which societal values have influenced product advertisements in the State. The Mean and standard deviation was calculated. The result of the study presented in Table 1 shows that all the societal values scoped for this study (culture, moral, religion, taste, language and color) influence consumers in one way or the other but the portrayal of religious design concept to influence consumers to patronize staple commodities ranked best of all. The study observed that of all the societal values traceable to advertising campaign in Lagos State, religion-inclined advertising designs are gaining a rising number of influences. It therefore concludes that religious and cultural designs, when appropriately applied help outdoor advertising to thrive well in Lagos State.

Influence of Societal Values on the Outdoor Advertising of Staple Commodities in Lagos State, Nigeria