Since the failed attempt at secession from Nigeria in 1970, after a 30-month civil war, the Igbo ethnic nationality—who constituted the majority of the defunct Biafra Republic, have sought avenues to (re)create the memories of the short-lived country.In the political space, they attempted establishing Ohaneze Ndigbo—as an umbrella socio-political organization for recreating and projecting the Igbo agenda. This, to a large extent, has not achieved the desired objectives. Not surprisingly, militia groups have sprung up since 1999 when an Igbo failed to secure Presidential race ticket to agitate the actualization of the sovereign state of Biafra. These groups include Movement for the Actualization of the Sovereign State of Biafra (MASSOB), and recently the Indigenous People of Biafra (IPOB). However, pop circle provided the much needed social space for Biafra nostalgic displays. In 2012, Hero Beer advert better known as O Mpa, a coined greeting style by Onitsha people for great achievers with reference to Ojukwu father figure in the Biafran struggle was launched. This study examines the nexus between beer advertorials and ethnic identity using the Igbo example. It argues that the advertorials successfully permeated into the psychology of Igbo beer drinkers, who attached ethnic connections to them and appropriated them as theirs, using the brands to recreate the memories of Biafran struggle of Independence from 1967-1970.

中文翻译：

---

后民族主义和通过尼日利亚东南部伊博兰的英雄啤酒品牌营销回忆尼日利亚内战记忆

自从 1970 年脱离尼日利亚的尝试失败以来，在经历了 30 个月的内战之后，构成已解散的比夫拉共和国的大多数的伊博族人一直在寻求途径来（重新）创造这个短暂国家的记忆.在政治领域，他们试图建立 Ohaneze Ndigbo——作为重新创造和投射伊博议程的伞式社会政治组织。这在很大程度上没有达到预期的目标。毫不奇怪，自 1999 年伊博人未能获得总统竞选门票以鼓动比夫拉主权国家的实现以来，民兵组织如雨后春笋般涌现。这些团体包括实现比夫拉主权国家运动 (MASSOB)，以及最近的比夫拉土著人民 (IPOB)。然而，pop circle 为 Biafra 怀旧展示提供了急需的社交空间。2012 年，推出了更为人所知的英雄啤酒广告 O Mpa，这是一种由 Onitsha 人创造的问候方式，参考了 Biafran 斗争中的 Ojukwu 父亲形象，向伟大的成就者致敬。本研究以伊博语为例检验了啤酒广告与民族认同之间的关系。它认为，这些广告成功地渗透到了伊博啤酒饮用者的心理中，他们将种族联系与他们联系在一起并将其挪用为他们的，利用这些品牌重现了 1967 年至 1970 年比夫拉独立斗争的记忆。本研究以伊博语为例检验了啤酒广告与民族认同之间的关系。它认为，这些广告成功地渗透到了伊博啤酒饮用者的心理中，他们将种族联系与他们联系在一起并将其挪用为他们的，利用这些品牌重现了 1967 年至 1970 年比夫拉独立斗争的记忆。本研究以伊博语为例检验了啤酒广告与民族认同之间的关系。它认为，这些广告成功地渗透到了伊博啤酒饮用者的心理中，他们将种族联系与他们联系在一起并将其挪用为他们的，利用这些品牌重现了 1967 年至 1970 年间比夫拉独立斗争的记忆。