Abstract:
The research delved into e-hailing video advertisements on YouTube within Ghana,
scrutinising conveyed messages, visuals, and persuasion strategies used by Uber, Yango, and
Bolt. Employing qualitative content analysis, the study unveiled messaging strategies centred
on convenience, affordability, and safety. These aligned with unique selling propositions,
influencing consumer perceptions. Visual cues emphasised app screenshots, diverse
passengers, and well-maintained vehicles, highlighting user experiences and industry trends.
Emotional appeal, social proof, and calls to action emerged as persuasive tactics, leveraging
narratives, scenarios, and music to evoke emotions. The study recommends Ghanaian
advertisers conduct regular market research to align with evolving consumer preferences,
tailoring advertisements to address local needs for enhanced effectiveness in this unique
context.
Description:
thesis in the School of Communication and Media Studies,
submitted to the School of Graduate Studies in partial fulfilment
of the requirements for the award of the degree of
Master of Arts
(Strategic Communication)
in the University of Education, Winneba.
MAY, 2023
