Advertising Message Strategy in Television Commercials: Evidence from Ghana as an Emerging Country"

Iddrisu A., UZTUĞ F.

JOURNAL OF ASIAN AND AFRICAN STUDIES, 2024 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Publication Date: 2024
  • Doi Number: 10.1177/00219096241291056
  • Journal Name: JOURNAL OF ASIAN AND AFRICAN STUDIES
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, IBZ Online, International Bibliography of Social Sciences, Periodicals Index Online, American History and Life, Anthropological Literature, ATLA Religion Database, Geobase, Historical Abstracts, Index Islamicus, MLA - Modern Language Association Database, Political Science Complete, Public Affairs Index, Sociological abstracts, Worldwide Political Science Abstracts
  • Anadolu University Affiliated: Yes

Abstract

This study is a quantitative content analysis of advertising message strategies used in Ghana's TV commercials (2020-2021) using the modified strategy of Wang and Praet with the objective of exploring the various advertising message strategies used in Ghana's TV advertisement, and its variation according to product category. The findings indicate that, out of the 220 commercials used in the study, affective message strategy (n = 122, 55%) was the dominant message strategy used in Ghana's TV commercials. The most advertised product category on Ghana's TV commercials (2020-2021) was food category, and a significant relationship was observed between message strategy and product category as well as message strategy and brand type.