Abstract

This conceptual paper explores the persuasive power of drama in radio and television advertising, emphasising its influence on consumer attitudes and purchase intentions within the Nigerian context. Grounded in the Elaboration Likelihood Model (ELM) and the Meaning Transfer Model (MTM), the study examines how dramatic elements such as plot, characterisation, conflict, and resolution stimulate emotional engagement and foster symbolic associations between brands and audiences. Through a qualitative, desk-based analysis of scholarly literature (2019–2025), the review identifies key trends demonstrating that dramatised advertising enhances brand recall, empathy, and loyalty by appealing to consumers through affective and cultural routes rather than rational persuasion. Findings reveal that in culturally expressive societies like Nigeria, drama functions as both a psychological and sociocultural mechanism of persuasion, reflecting traditional storytelling values that resonate deeply with audiences. However, the review cautions that excessive theatricality or cultural disconnection can weaken authenticity and dilute brand meaning. For optimal impact, advertisers must integrate emotional resonance with strategic brand messaging, ensuring narrative coherence and cultural sensitivity. This study lays the groundwork for future empirical research. It further provides practical guidance for advertisers seeking to enhance the impact of radio and television campaigns through narrative-driven appeals, while also highlighting key implications for marketing communication strategies and consumer psychological engagement.