1.1 BACKGROUND OF THE STUDY
It is obvious that the last half of the twenty first century witnessed a rival of radical political change that has swept across the frontiers of most modern nations of the world. A result of this change is the emergence of socio-cultural variety and political pluralism. Nwosu, (2003).
Basically, politics is about power, but the struggle for power results in conflicts and competitions. Thus, under the girdling political practice is the struggle for power which creates disagreement and conflict. Nevertheless, the effects of politics which are conflicts and disagreement are never permanent and must be managed for the improvement of the society to be achieved.
Extending this view, Nzimiro (2012) states that “policy is a matter of either the desire for change or the desire to protect something against change”. This also leads to conflict. The history of human civilization clearly shows that class conflict is an inherent characterization of human societies. This offers a clear conviction that the eminent nuclear physicist Sir Isaac Newton (1642-1727) was bemoaning the endemic conflict arising from human interactions when he says, “I can calculate the motions of the heavenly bodies but not the madness of people”. Newton’s timeless wits indicate that conflict as a perceived incompatibility of actions, goals or ideal.
Myers (2009), pervades virtually all aspects of human endeavours including political activities. In the modern society, politics is expressed through political parties, which are created to achieve the goals of a society. This is why political parties are organized around specific idea. Before independence in 1960, the colonial administration has organized a couple of general elections. In none of them was a deliberate and systematic political advertising programme under taken. All political activities were limited to rallies soap box, speeches and where possible press editorial efforts. For obvious reasons it was not possible for politicians to use electronic media for political advertising.
Also the print media concentrated heavily on the issue of political independence. The leader of Action Group Party of Nigeria, Chief Obafemi Awolowo in 1963 used skywriting advertising during rallies to send campaign messages. That was a unique attempt in promoting politicians in Nigeria’s political history. It did not go far because it lacked systematic political advertising.
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