Muhammad, Rabiu S.2023-12-142023-12-142011-03-01References Agee, W.K; Ault, P.H & Emery, E. (1982) Perspective on Mass Communications, New York: Harper & Row publishers. American Heritage Dictionary of the English Language(2000), Boston: Houghton Mifflin Company. Anaeto, S., Onabajo, O.S. & Osifeso, J.B. (2008) Models and Theories of Communication, Maryland: African Renaissance Books Incorporated. Arens, W.F; Weigold, M.F. & Arens C. (2008) Contemporary Advertising, Boston: McGraw-Hill/Irwin. Azzaro, M. (2004) Strategic Media Decisions, Chicago: The Copy Workshop. Baran, S.J. (2002) Introduction to Mass Communication: Media Literacy and Culture, Boston: McGraw-Hill. Bovee, C.L. & Arens, W.F. (1983) Contemporary Advertising, Boston: McGraw-Hill.https://keffi.nsuk.edu.ng/handle/20.500.14448/6601Advertising, a big business in itself, is the engine that allows the rest of the business world to flourish. It has the subtle ability to reach out and touch everyone living and working in the modern world. Largely, it does this through the usual media of mass communication, but lately it also uses an increasing variety of unusual means to find its audience. Today, a concentrated outpouring of advertisements is directed at the consciousness of consumer’s every-day, through traditional and nontraditional outlets. Accordingly, this investigation examines the proliferation and preponderance of advertising in contemporary living. Among other things, it recommends that the Advertising Practitioners' Council of Nigeria (APCON) should be empowered to regulate the exposure of advertisements to audiences.enArticle