The main objective of this research was to determine the types of appeals used in telecommunication advertisement,
explain how the themes and appeals used in the advertisement were presented, and see how it could attract
subscribers despite the challenges in the industry. Qualitative content analysis method was used to provide a
thematic analysis of the messages contained in numbers of selected advertisements shown on YouTube, social
media, and television stations in Nigeria. The findings show that the advertisements adopt emotional (love, celebrity
appearance, music, comedy, humor, drama) and rational appeal to persuade the subscribers. Moreover, the themes
of the advertisements focus on accomplishment and improve service regarding call charges, network coverage,
network quality, and customer service. It further shows that these strategies employed by the telecommunication
industry are capable of influencing the choice of the subscribers in the Nigerian market. The research recommends
and concludes that companies should consistently engage the appeals used with more emphasis on the emotional
appeal to retain their size of the market.