The Use of Persuasive Techniques in the Contents of Ghanaian Advertisement: An Exploratory Case Study of Tasty Tom Ntoso and Alomo Bitters Twa Bi Gye Wo De3 Promo Adverts on United Television (UTV)

doi:10.7176/nmmc/98-02

Abstract

The study was undertaken to find out the use of persuasive techniques in the contents of Ghanaian advertisement using tasty tom ntoso and alomo bitters twa bi gye wo de3 promo adverts on United Television (UTV) as a case study. Specifically, the study sought to identify the persuasive techniques used in the content of Tasty Tom Ntoso Promo advert and Alomo Bitters twa bi na gye wo de3 promo adverts on Televisions and its related impact on buyer and to find out what makes these persuasive techniques manipulative and its impact on buyers. It was revealed from the study that ethical appeal (ethos) was the most used persuasive strategy in the advertisement. That is to say, marketers put in much efforts in appealing to the ethical principles of buyers. The study equally discovered that setting the right tone and mood for an ad campaign message is key. Lastly, the researcher found out that, advert messages are framed to suit the particular targeted audience. If the advert is trying to appeal to young adults and teens, the message will more likely be informal and highly friendly. Based on the findings of the study, the following recommendations were made; producers of alcoholic drinks should tell the health implications of excess consumption of alcohol through their advert on television and there is the need for producers of food products to tell the right amount of the food ingredients for the preparation of food. This will help to address the problem of excessive use of food ingredients in food preparation DOI: 10.7176/NMMC/98-02 Publication date: September 30 th 2021

Highlights

Background of the studyThe history of advertising can be traced to ancient civilisations
Wall or rick paintings for commercial advertisements and political campaigns were usually common in Ancient Greece and Ancient Rome (Bhatia, 2000)
Advertisement usually took the form of calligraphic signboards, inked papers, and copper printing plates which were used to print posters in the form of a square sheet of paper with a rabbit log which had “Jinan Liu’s fine Needle Shop’ and “We buy high quality steel rods and make fine quality needles, to be ready for use at home in no time’ written above and below it

Summary

Introduction

Background of the studyThe history of advertising can be traced to ancient civilisations. Advertisement usually took the form of calligraphic signboards, inked papers, and copper printing plates which were used to print posters in the form of a square sheet of paper with a rabbit log which had “Jinan Liu’s fine Needle Shop’ and “We buy high quality steel rods and make fine quality needles, to be ready for use at home in no time’ written above and below it. This was considered the world’s earliest identified printed advertising medium (Liu, 2013). In the 19th centuries, advertising was primarily based on newspapers and magazines until in the 20th century when it grew rapidly with the emergence of new media such as direct mails, radio, internet, television, mobile devices among others

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