Abstract

This project is based on the influence of television advertising in the promotion of yoruba attires in Ondo State, “a study of NTA Akure”. The research work review related literature and was anchored on persuasive media and cultural conservative theories. It also employed survey design and questionnaire was administered to respondents of the selected three local government areas in Ondo State, but out of the 400 copies of questionnaire administered, 370 was duely attested and recovered for data analysis. The findings revealed that, NTA Akure advertising positively influenced the promotion of Yoruba attires in Ondo State. The study also revealed that, the level of the level of cognizance giving to the promotion of traditional attires especially Aso-Oke by NTA Akure is low. The study concludes that, television advertising has positively influenced the promotion of traditional attires in Yoruba society through assessment of NTA Akure viewers. This research work recommends that, NTA Akure should give much more cognizance to the promotion of the traditional attires through advertisement programme. It also recommends that the Ministry of Art and Culture in Ondo State should see NTA Akure as a medium through which cultural heritage especially traditional attires can be promoted.