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Historicity of Electronic Advertising in Ghana: 1935-2017

This thesis presentation explores the history, technologies, placements, challenges, and impacts of radio and television advertising in Accra, Ghana from 1935 to 2017. It also examines the roles of iconic organizations and personalities in the development of advertising in Ghana. The study provides comprehensive documentation of the historicity of electronic advertising in Ghana.

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Historicity of Electronic Advertising in Ghana: 1935-2017

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  1. THESIS PRESENTATION BY ERIC AGYARKOH (9151750009) 18th FEBRUARY, 2019

  2. TOPIC HISTORICITY OF ELECTRONIC ADVERTISING IN GHANA: 1935-2017

  3. BACKGROUND TO THE STUDY • Documentations of artistic cultures: • Global Evidence: Ancient, Medieval, Renaissance, Modern and contemporary Arts. (Getlein, 2002) • Local Evidence: Indigenous and contemporary arts • (Amenuke et al 1999 ; deGraft-Yankson& Agyarkoh, 2013;& Fosu, 1993). • Emergence of Electronic Advertising in Ghana

  4. STATEMENT OF THE PROBLEM Lack of comprehensive documentation of historicity of Radio and TV advertising in Ghana.

  5. OBJECTIVES OF THE STUDY • To trace history behind development of Radio and Television broadcasting and advertising in Accra from 1935 to 2017. • 2. To identify and examine Radio and Television advertising • technologies in Accra. • 3. To examine Radio and Television advertising placements and pricing • systems used in Accra.

  6. RESEARCH OBJECTIVES CONTD. • 4. To discus challenges of Radio and Television advertising in Accra. • 5. To examine the impacts of Radio and Television advertising on • Ghana’s development.

  7. RESEARCH QUESTIONS • What roles did iconic organisations and personalities play in the introduction and development of Radio and Television broadcasting and advertising in Ghana, and what factors contributed to the introduction and development of the art in Ghana? • What technologies have characterised Radio and Television advertising in Ghana from 1935 - 2017?

  8. REAEARCH QUESTIONS CONTD. • 3.What are the placement and pricing systems used in Radio and • Television advertising in Ghana? • 4. What challenges have characterised the practice of Radio and • Television advertising in Ghana? • 5. How has Radio and Television advertising impacted on • Ghana’s development?

  9. DELIMITATION • Geographical scope: Accra Metropolis. • Content scope: Background history of Radio and Television • broadcasting and advertising in Ghana. • Period scope: 1935-2017

  10. REVIEW OF RELATED LITERATURE • 1. Theoretical Framework • Underpinning theories of the study • Main Theory: Humanism • Supporting theories: Idealism, Pragmatism and Nationalism

  11. REVIEW OF RELATED LITERATURE CONTD. • Theoretical Framework Contd. • Influence of humanism and its attributes on: • Invention • Globalisation • Research and documentation

  12. REVIEW OF RELATED LITERATURE CONTD. Theoretical Framework Contd. Humanism Conceptual map of the theoretical framework Figure 1. Influence of humanism theory on development and documentation of artistic cultures (Courtesy of Agyarkoh, 2017.)

  13. REVIEW OF RELATED LITERATURE CONTD. 2. Review of related topics Concept and scope of electronic advertising Electronic advertising is viewed as advertising that uses the Internet and other forms of digital media to help a business promote and sell goods and services. Its scope includes Radio, TV, Internet and Social Media advertising (Philip, 2015 & Businessdictionary.com,2015). History of Radio and Radio Advertising Radio broadcasting started in Pittsburgh, Pennsylvania USA in 1902 and spread to London, Britain, in 1922 through British Broadcasting Company. However, the first Radio advertising medium started on November 2, 1920 Pittsburgh, Pennsylvania, USA (Techwholesale.com , 2016 ; Bovee & Arens, 1989).

  14. REVIEW OF RELATED LITERATURE CONTD. Review of related topics Contd. History of Television and Television Advertising Television broadcasting and advertising started in USA in the 1920s and spread rapidly to Europe few years later (Marc, 2008; Antonoff, 2008) Radio and TV Advertising Technologies Literature indicates that, different types of TV advertisements are available. Bovee, and Arens (1989) for instance, classify radio commercials into four basic types: Musical, Slice of life, Straight announcement, and Personality advertisements. Cambridge International College (2012), also classified Radio Advertising into straight announcement, personality advertisement, dramatisation, testimonial and jingle advertisements. CIC, (2012) further classified TV advertising into presentation, demonstration, slide commercial, testimonial, dramatisation, musical and animated commercials.

  15. METHODOLOGY • Research Design • Target Population • Sampling technique: Purposive • Sampling criteria

  16. METHODOLOGY CONTD. Table 1: Sample Distribution Table

  17. METHODOLOGY CONTD. • Data collection instruments: • Unstructured interview • Unstructured observation • Document study

  18. METHODOLOGY CONTD. Data Collection Procedure Field Study, Still-Picture Photography and Archival documents. Method of data collection: Thematic Analysis

  19. METHODOLOGY CONTD. • Data analysis procedure: • Transcription of interview responses and expansion of field notes. • Analysis of archival information and business documents • Coding: Development of main and subordinate themes • Selection and editing of photographs. • Organisation and presentation of findings to reflect research questions.

  20. KEY FINDINGS • RQ 1 Background history of Radio and TV broadcasting in Ghana: • Radio and TV broadcasting started in Accra, Gold Coast and Ghana in 1935 and 1965 respectively, and both media have developed from analogue to digital, and online transmissions till date. By 2016, a total of 354 private Radio stations and 29 private TV stations were operating in Ghana. • Governor Sir. Anold Hodson, Mr F. A. W. Byron, Mr Frank D. Goodship, Mr Wes Harrison, His Excellency Dr Kwame Nkrumah and Dr Charles Wereku Brobbey are some iconic personalities who emerged to have contributed immensely to the Introduction and development of public and private Radio and TV broadcasting in Ghana.

  21. KEY FINDINGS CONTD. RQ 1 Background history of Radio and TV broadcasting in Ghana Contd.: • GBC, NAFTI, Radio Universe, JOY FM, Radio Gold, Metropolitan TV, TV3 are some of the iconic local organisations that have contributed to the development of Radio and TV broadcasting in Ghana. • Friedrick Ebert Foundation, USAID, BBC, CBC, Sanyo Company, British, German, Japan and USA governments are some of the iconic foreign organisations and countries that have contributed to the development of Radio and TV broadcasting in Ghana. • Factors such as colonisation, globalisation, international collaboration, pressure from local chiefs and public institutions, article 162(3) of the 1992 constitution of Ghana and repel of the criminal libel law in 2001.

  22. KEY FINDINGS CONTD RQ 1 Background history of Radio and TV broadcasting and adverts. in Ghana Contd.: • Radio and TV advertising was stated in Ghana in 1967 by GBC, and the late Jake Otanka Obetsebi-Lamptey emerged as the most iconic personality in the development of Radio and TV advertising production in Ghana. Lintas advertising, STB Macan, GAMA Films and Gynesis Solutions also emerged as some iconic local advertising agencies that helped the development of Radio and TV advertising in Ghana. • Factors such as pressure from local businesses, inadequate government subvention to GBC, proliferation of commercial Radio and TV broadcasting in Ghana in the 1990s and introduction of digital broadcasting and ICT.

  23. KEY FINDINGS CONT. RQ 2. Development of Radio and TV advertising technology in Ghana: • Government, Political, Social and Commercial Announcements, Guaranteed Promos(Sponsored programmes), LPM, Spot Commercials and Live Telecast, dominated local Radio and TV commercials from 1967-2000s. However, Product Display, Product Endorsement, Squeezed Back, Opening and Closing slides, Logo Display, Crawlers and Studio/ Presenter Branding emerged in the local industry in the year 2000s and have continued to date. • Analogue audio recording formats and equipment also dominated Radio advertising production in Ghana from 1967-2006, and Digital recording and editing equipment emerged in Ghana in the 1990s and have continued to date.

  24. KEY FINDINGS CONTD. RQ 2. Development of Radio and TV advertising technology in Ghana Contd. • Analogue Video recording formats dominated TV advertising production in Ghana from 1965-90s, and Digital Video recording formats emerged in Ghana in the 1990s and have continued to date. • Analogue video recording equipment such as cameras, dominated TV commercials production in Ghana from 1965-1985, and digital Video recording equipment emerged in Ghana in 1985 and have continued to date. • Digital Video editing software emerged in Ghana in 1985 and have continued to date.

  25. KEY FINDINGS CONTD. Table 2. Radio and TV advertising production processes in Ghana

  26. KEY FINDINGS CONTD. • RQ 3. Development of Radio and TV advertising placement and pricing systems in Ghana: • GBC monopolised Radio and TV advertising placement in Ghana until 1990s when commercial private Radio and TV stations stated operating in Ghana, and manual scheduling and placement methods dominated Radio and TV commercials placements in Ghana from 1967-2005 when ‘Airwatch’ (Digital TV and Radio advertisement placement software) was developed.

  27. KEY FINDINGS CONTD. RQ 3. Development of Radio and TV advertising placement and pricing systems in Ghana Contd.: • Radio and TV stations in Accra use different log sheets and custom made rate cards to place commercials. • Radio and TV stations in Accra use time segments or day-parts to price commercials, and their prices vary according to the listenership and viewer of the Radio or TV station. Also, the stations offer different percentages of discounts to clients based on certain factors.

  28. KEY FINDINGS CONTD. • RQ 4. Challenges of Radio and TV advertising in Ghana • Intense competition, lack of capital to finance huge accounts, procure modern equipment and employ technical staff, scarcity of technical personnel, high cost of production, rapid technological development, demands for high discounts, lack of effective regulation and default and delayed payments by advertisers.

  29. KEY FINDINGS CONTD. • RQ 5. Impacts of Radio and TV advertising on Ghana’s development • Positive Impacts: • Job Creation., provision of public education, income generation for media houses, promotion of visibility for local business in Ghana and abroad, revenue generation for government, increment of sales and profit, sustainability of businesses in the national economy etc. • Negative Impacts: • Deceitful advertising, the use of indecent language and pornographic images, comparative advertising resulting in legal suits among businesses, embellished advertising messages which cause impulse buying.

  30. CONCLUSIONS Radio and TV advertising emerged in Ghana because of introduction and development of Radio and TV broadcasting in Ghana, growth in local business, and poor funding of GBC. International collaboration and trade, Globalisation, competition among local broadcasting houses and advertising agencies, emergence of ICT in Ghana, proactivity and pragmatism of some iconic individuals contributed development of Radio and TV advertising in Ghana. There is keen competition in the local electronic advertising industry due to low manufacturing, lack of quality production and placement equipment. Also, quality of clientele and technical personnel, ineffective regulation and low capital base of most advertising agencies in Accra.

  31. CONCLUSIONS CONTD. 4. Network broadcasting and advertising technology is developing rapidly in Ghana and it is affecting sustainability of small single network media houses and advertising production agencies. 5. Radio and TV advertising has impacted positively and negatively on Ghana due to its effective and ineffective usage and acceptability by the citizenry.

  32. RECOMMENDATIONS . GBC, AAG and Lintas Advertising must erect the statues of their icons (Sir, AnoldHodson and Jake Otanka Obetsebe-Lamptey) at the forecourt of their head offices in Accra to commemoratethem. 2. All communication studies, communication design, marketing and advertising lecturers and students in our tertiary institutions must be made to undertake industrial attachments in electronic broadcasting and advertising agencies and marketing communications companies to abreast themselves with modern trends of technological developments and management of electronic advertising in Ghana.

  33. RECOMMENDATIONS CONTD. • 3. Ghana government must develop and implement Strategic and flexible policies to • boost local manufacturing and improve regulation in the local advertising industry. Also, • advertising production agencies that lack clients and capital must develop strategies • to improve upon their finances and operations to enable remain competitive in the local • industry. • 4. Government of Ghana must set-up a university of media studies to increase the training of • different multimedia professionals. Likewise, communication design and video production • departments in our tertiary institutions must introduce more multimedia programmes to • boost training of technical personnel for advertising agencies and media houses. • 5. GBC and local broadcasting houses must continue to use their medium to educate the • general public and offer employment to the citizenry.

  34. SUGGESTION FOR FURTHER RESEARCH • Due to the scope of this study, the researcher suggests that, other researchers must conduct historical research into Internet, mobile phone and social media advertising. This will add on tothe documentation of historicity of electronic advertising in Ghana.

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