Abstract:
The study investigated factors contributing to the usage of celebrities in Ghanaian
contemporary advertising. It has been in public perception that advertisers are
recognized as major contributors of lies or deception in marketing through the use of
celebrities (illustrations and photographs). The study was rooted in both the
qualitative and quantitative approaches to seek answers to solve the research
problems. The researcher used qualitative approaches to gain in-depth knowledge and
principles of involving celebrities in Ghanaian contemporary advertising from
selected organizations within advertising industry. The researcher further used
quantitative deigns to get responses from large number of consumers segmented
within Cape Coast Metropolis. The outcome of the research pointed to a massive
popularity in the use of celebrities in the contemporary Ghanaian advertising culture.
The reasons for celebrity endorsement in advertising was largely due to their
influences on consumers that emanate from the various roles they play in the society
and the respect and admiration those roles exude. The study also revealed that there
are varied contractual agreements between celebrities, advertisers and the Food and
Drugs Authority that are supposed to regulate celebrity endorsement in advertising. It
was therefore recommended that celebrities, besides their adherence to rules and
regulations governing advertising, should be well vest in Ghanaian culture and values.
The study established the need for celebrities to ensure, for instance, that only true
messages of a products or service are always conveyed to their targeted audience.
There is also the need for permanents by-laws established and regulated by Food and
Drugs Authority (FDA) and Advertising Association of Ghana (AAG).
Description:
A THESIS IN THE DEPARTMENT OF MUSIC EDUCATION, SCHOOL OF
CREATIVE ARTS, SUBMITTED TO THE SCHOOL OF GRADUATE
STUDIES, UNIVERSITY OF EDUCATION, WINNEBA IN PARTIAL
FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE
DEGREE OF MASTER OF PHILOSOPHY (ARTS AND CULTURE)
MAY, 2018