Abstract
Marketing and trade advertising are part of our day to day lives. This study, therefore, intended to study television (TV) advertisements. Television advertisements come in both visual and verbal modes of communication. Meaning is achieved by sounds and images, which in turn influence the viewers’ choice. This study sought to investigate how adverts in Kass TV use music, textual and visual images to create meaning and its influence on Kipsigis consumer. The objective of this study was to determine the influence of prominent representations of domestic products advertisements in Kass TV on Kipsigis Consumer in Belgut Sub-county, Kericho, Kenya. This study aimed at analysing the verbal and visual modes of communication in TV advertisements in order to determine their influence on Kipsigis viewers. The study adopted a descriptive survey research design. The target population for the study was Kass TV viewers in Belgut sub-county because it is among the Kass TV coverage areas and also due to the fact that a wide population in the sub-county is Kipsigis speakers. Simple random sampling was used to identify the subjects. Descriptive research was carried out amongst Kass TV viewers and consumers of the advertised products in Belgut sub-county. The researcher designed a structured questionnaire which was self-administered to the Kass TV viewers and buyers of the advertised domestic products. The research used 186 respondents and related questionnaires were administered to collect data. Data was analysed using content analysis with the use of Frith’s table for the analysis of layers of meanings (surface meaning, advertiser’s intended meaning and cultural meaning) by employing descriptive statistics. The study will hopefully make some contributions to the studies of Multimodal Discourse Analysis (MDA). It also makes consumers be aware of the multiple modes that television advertisement producers use to influence their buying behaviour.
Highlights
Advertising is a means of marketing used by companies to create awareness on the target audience about a new product or to keep them reminded of the existing products and persuade them to purchase those products or services
The target population comprised of the youth, middle-aged and the elderly who are Kass TV viewers and shoppers of the advertised domestic products featured in Kass TV
The main purpose of this study was to determine the influence of prominent representations of domestic product advertisement on Kass television to consumer choice of domestic products in Belgut, Kericho, Kenya
Summary
Advertising is a means of marketing used by companies to create awareness on the target audience about a new product or to keep them reminded of the existing products and persuade them to purchase those products or services. Television and the internet or online advertising are the most current channels of marketing used in developed and developing countries. It is important for the consumers of services provided by the two companies to be aware and access all the important information about the products offered by the two companies before making purchase decisions. The media has been recognised and proved as a very powerful and influential force Images used in both print and electronic media tend to be so powerful. Play a crucial role in influencing consumer choice of products. This is because images arouse the viewer’s emotions and attitude towards the advert. Adverts become memorable to the viewer if they are well packaged
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