Prof Olatunji said those who call the shots in the mass communication profession today did not study journalism.
Olatunji while delivering his inaugural lecture titled: “Advertising, advertisement and the rest of us” said NUC should allow people from other disciplines to take up postgraduate program in communication.
He argued that some of those who call the shots in the mass communication professions today did not study journalism.
He added that communication has gone beyond the old department comprising of Public Relations, Journalism Broadcasting, Advertising and Marketing Communications.
“Communication has its fibrous roots in human communication, mass communication, writing, the social sciences, including marketing, psychology, sociology and anthropology, philosophy, law and pure science. We can no longer afford to be narrow in our admission criteria to recruit postgraduate students into communication disciplines particularly advertising and public relations.
"The global trend is to recruit candidates of diversified academic backgrounds into postgraduate programmes and allied communication disciplines. We must open up the space here in Nigeria, with LASU School of Communication setting the pace for others to follow,”
Speaking about the use of sex appeal in the advertising industry, Olatunji said negative sex appeal puts off potential buyers and creates apathy for brand loyalty.