Academic literature on the topic 'Advertising, Newspaper – Ghana'

ABSTRACTThis article explores the different trajectories of advertising for schnapps gin and beer in Ghana and Nigeria during the period of decolonisation and independence up to 1975. It analyses published newspaper advertisements alongside correspondence, advertising briefs, and market research reports found in business archives. Advertising that promoted a ‘modern’ life-style worked for beer, but not for gin. This study shows how advertisements became the product of negotiations between foreign companies, local businesses, and consumers. It provides insights into the development of advertising in West Africa, the differing ways in which African consumers attached meanings to specific commodities, and possibilities for the use of advertisements as sources for African history.

Purpose- Marketers want to know the best advertisement medium which can make their advertising more effective. This study seeks to find a linkage between television advertisement, radio advertisement, newspaper advertisement, and outdoor advertisement towards customers’ purchase decisions in Ghana. Design/Methodology- Using University students in Ghana as a population, the study employed a simple random sampling approach and collected data from University students in UCC and KNUST. Seven hundred and fifty (750) responses were gathered from participants, but only seven hundred and thirty-two (732) responses were deemed suitable and were adopted to justify the proposed relationships. Data were analyzed using partial least squared built on Structural Equation Modeling (SEM) Findings- The findings revealed that television advertisement has the greatest impact on customer purchase decision and was statistically significant at p< 0.01. Practical Implications- This finding provides helpful suggestions for advertising professionals, market researchers, existing and emerging organizations to see television advertisements as an opportunity to increase awareness of goods and services as it tends to appeal to viewers’ visual and sound senses, influencing customers’ purchasing decisions and increasing sales of goods and services.

Little is known about persuasive effects of figures of speech in the English of advertisements in Ghanaian press. In the current study, we focused on this persuasive effect of figures of speech in the English employed in advertisements in newspapers in Ghana. Since advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion, it is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Therefore, language plays an indispensable role in the transmission of the message. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. The study reported about in this article was underpinned by the Conventional Figurative Language Theory, utilizing the qualitative content analysis approach as the analytical framework. The findings revealed that copywriters of the Ghanaian newspapers employed English figures of speech (tropes and rhetorical figures) in advertisements for persuasive effect.

The media was accorded the status of the fourth estate with the objective of making it autonomous of society players like the government and corporate entities. However, its funding questions the independence of these entities. Using an exploratory mixed method that combines semi-structured interviews with the content analysis of newspapers, this study investigated the impact of media funding on the independence of government and private print media outlets in Ghana, tagging advertising as a revenue-generating source to determine agenda-setting patterns. In Ghana’s media economy, government and corporate entities influence editorial autonomy and favour state-owned papers than private outlets.

Advertisements are fashioned in diverse forms, but in most of them, language is absolutely essential. Although visual images, graphic and color designs and other techniques constitute aspects of print advertising, it is the language of the advertisement that enables consumers to identify a product and remember it. Indeed, language has a powerful influence on readers and their behavioral patterns. The English Language is employed in the print media in Ghana as a means of communicating information about goods and services with the goal of persuading the consuming public to take purchasing decisions. In the current article, I applied Aristotle’s Rhetorical Theory to the analysis of persuasive elements in the English used in advertisements in Ghanaian newspapers. The qualitative research design was employed in the study as the corpus was solely from written documents. The findings of the study demonstrated that copywriters in the Ghanaian print media employed Aristotle’s three artistic proofs, namely, logos, pathos and ethos in the English of advertisements for persuasive effect.

ABSTRACTDespite the perception that department stores are a recent phenomenon in West Africa, modern indoor retail spaces have existed in its major cities since the mid-twentieth century. This article uses the history of Kingsway Department Store in Accra as a lens to understand emerging political, economic and social tensions in post-colonial Ghana. Drawing on United Africa Company (UAC) records, staff reports and inspection findings, as well as local newspapers, advertising and oral interviews, I demonstrate how legacies of colonial capitalism, struggles for political independence and negotiations over what constituted the ‘modern’ fuelled both local and foreign support of the project. For the UAC, investment was an opportunity to legitimize its activities in a newly independent Ghana and a means to shed its image as a colonial merchant firm. While local authorities were divided on whether large-scale retail developments should be part of an expanding post-colonial city, Prime Minister Kwame Nkrumah thought the store might provide a key component in constructing his vision of a new modern nation. However, the presence of white-collar working women, young managers supervising older employees, and the mixing of white expatriate and African shoppers exacerbated social conflicts – challenging local and colonial notions of authority based on race, gender and age.

Text in English
Advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect.
Linguistics and Modern Languages
D. Phil. (Language, Linguistics and Literature)