Uses of Redundancy in Print Advertisements in Nigeria

Abstract

The creative repetition of the most important aspects of communications, or redundancy, is a strategy employed in the field of advertising to ensure that messages are understood and acted upon by the audience or prospects. The article shows the influence of redundancy on consumer learning. Six brand advertisements were purposively selected and analyzed for content to demonstrate the occurrence, uses, and limitations of creative repetition of messages in advertising, along with appropriate recommendations.