Consumption vs. Conservation in Water Billboard Advertising: The Case of Niamey, Niger

Authors: Sara Keough*, Saginaw Valley State University
Topics: Africa, Cultural Geography, Environmental Perception
Keywords: water, Africa, marketing, technology
Session Type: Paper
Day: 4/4/2019
Start / End Time: 3:05 PM / 4:45 PM
Room: Stones Throw 3 - Mica, Marriott, Lobby Level
Presentation File: No File Uploaded

In the Sahel region of West Africa, the acquisition and distribution of freshwater is a primary concern. Along with limited supplies, freshwater has become commoditized and controlled by global forces with impacts on local populations. This paper examines water-themed billboard advertising found along the highways in Niamey, Niger. Billboards displayed between 2016-2018 fell into two categories: commercial advertising of packaged water and messages about the importance of water conservation. The irony of billboards that both promote consumption and encourage conservation is reflective of global trends in water provision, especially in developing countries.

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