CHAPTER ONE

1.0       INTRODUTION

Traditional medicine has been in existence from the time immemorial. This has been a mean by which our fore father used to cure ailments and which usually work for them .But as time goes by innovation and advancement in technology gave room for broadcasting media as a means of dissemination information to heterogeneous audience.

Information being disseminated through the mass media is advertisement which is a communication paid for by an identifiable sponsor and directed at a target audience with the aim of imparting information about a product, service, Idea or opinion.

Traditional medicine men were simply men who has grown familiar with the environment and had learned how to use its abundant resource to treat  and solve mans problems .Prior to the days of penicillin and antibiotics, medicine men were  the only source of medicine healing and thus they become highly regarded ,valued and powerful..

Nowadays, where they are in my opinion just like with all thing tradition misunderstand has created a negative stigma for me. It is commonly through that medicine men are evil, worship evil, sprits and prepare various ill intended concoctions. The practice of traditional medicine is  now shunned and looked down upon destroying the very sinews that formed the hearts of our cultures scientific  belief.

As the topic implies ‘’THE EFFECT OF TRADO MEDICAL ADVERTISING ON HEALTH AND BROADCAST MEDIA’’ will be focusing on the perception of the traditional medicine practitioners ,medical practitioner, advertising practitioner ,National Broadcasting Commission [NBC],National Agency for Food and Drugs Administration and Control [NAFDAC] and the people in locality.

1.1       STATEMENT OF THE PROBLEM

Recently trado medical advertising has caused a lot of worry in the minds of some people because of the persuasive message and pressure of the advertisement on the people. Some of the of problems which this research work want to answer to are

1.      The effectiveness of traditional medicine on the health of the people

2.      The claim that  a drugs can cure a particular disease in which it cannot

3.      The major  criticism of trado medicine is that it is not scientific because the trado  medicine practitioner  cannot explain how they arrived at certain conclusion unlike the orthodox medicine can do

1.2       PURPOSE OF THE STUDY

The purpose of the study is to know both negative and positive effect of traditional medicine on the health of an individual and to still know the view or stand of Nigeria code of standards relating to the advertising of medicines and treatment. Also, the perception of an individual are traditional medicine shall also be examined.

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