CHAPTER ONEGENERAL INTRODUCTION1.0 INTRODUCTIONThis chapter
opens the whole the study: The Impact of Alcoholic Beverage
Advertisements on Television Viewers. It contains the background to
the study and the problem statement. It highlights the objectives
(broad and specific) of the study and the studys significance. It
also covers the scope of the study.
1.1 BACKGROUND TO THE STUDYBovee (1992, p.7) Contemporary
Advertising, defines advertising as a non-personal communication of
information usually paid for and persuasive in nature about
products, services or ideas by an identified sponsor. From this
definition, one can see that advertisements (ads) are placed on
purpose. This is a three-tier which comprises: of introducing a
product, generating new customers and attempting to stimulate and
sustain consumer consumption (Bovee, 1992, p.9).Television (TV)
since its invention can be classified as one of the most effective
carriers of ads due to its audio-visual qualities and captivating
nature. Its effectiveness cannot be over emphasized (Ebbrecht,
2007, p.3)Recently, I have observed that ads of alcoholic beverages
on almost all TV stations in Ghana have been regular, persuading
viewers to purchase such drinks without any recourse to the fact
that children are also part of TV viewers. There seems to be no
programme on TV without a brand of alcohol being a sponsor.
Programmesranging from primetime news to live shows like the just
ended CAN 2010 in Angola and the FIFA World Cup in South Africa all
had these types of sponsors.These indiscriminate ads of alcoholic
beverages on TV have sparked public outcry over the years with some
even attributing most of road accidents to such ads as many people
believe that these ads lead to irresponsible drinking, like drunk
driving. These fears of the public gained grounds when a report
released by the Ministry of Roads and Highways in June, 2009 on the
increasing number of road accidents in the country at the time
confirmed drunk driving (alcohol abuse) as one of the topmost
causes of road accidents (myjoyonline, 2009).Before this public
outcry, the Food and Drugs Board (FDB) had acted towards curbing
this problem by directing all media houses in the country to stop
the ads of all uncertified alcoholic products. Moreover, the FDBs
guidelines on alcoholic beverage ads (FDB GL05/AD ALC/1-2005)
stated that, For every alcohol advert appearing on TV on the public
service anti-alcohol advert of equal length must be aired within
half an hour of the advert promoting the alcoholic beverage- but it
seems this has been seriously violated over the years.The 2010
Budget Statement delivered in parliament by the Minister of
Finance, Dr. KwabenaDuffuor imposed a 10% Ad Valorem tax on all
alcoholic products in the country. In explaining this, Dr. Duffuor
made it clear that the imposition of this tax on alcoholic products
was not for its financial benefits to the government but rather a
step towards reducing the problem of alcoholism. Pastor (Dr.)
MensahOtabil, the General Overseer of the International Central
Gospel Church (I.C.G.C.) and the Chancellor of the Central
University College is one of the persons to be alarmed at both the
rate of alcoholic beverages advertisement in the media especially
television and the rate of consumption.Others like Peter Awuku in
an article in the Daily Guide (June 18, 2003, p.6) have argued
that: If the state can spend billions of cedis on advertisement
urging the youth to keep away from drugs such as cocaine and other
prohibited drugs, why can we not use a fraction of such money to
warn the youth against the consumption of alcohol?
This means that some people also believe that the state has not
done enough to curb the rise in alcoholism and that the problem
should be put in the same perspective as any form of drug abuse in
the country.Alcoholism according to the World Book Encyclopedia
(2001, p.337) is a disease in which people have overwhelming desire
for the mental and physical effects of drinking alcoholic
beverages. Alcohol abuse on the other hand is drinking that causes
problems but does not meet the formal definition of alcoholism.
From the above scenarios, it is obvious that there is an incessant
problem of alcoholism in the country which needs to be addressed as
soon as possible.This study assesses the impact of alcoholic
beverages adverts on television viewers.
1.2 STATEMENT OF PROBLEMAlcohol abuses or irresponsible drinking
habits of Ghanaians have been identified as part of the causes of
most road accidents. These drinking habits have also been
attributed to the indiscriminate ads of alcoholic beverages on our
various media especially on our TV stations. The government,
religious organizations and Non-Governmental Organisatons (NGOs)
have all showed concern about the rate of alcohol abuse in the
country. This led the FDB to place a ban on alcohol beverages ads
on TV in March, 2007.
1.3 OBJECTIVES OF STUDY1.3.1 General Objective To assess the
impact of alcoholic beverages advertisement on TV viewers.1.3.2
Specific Objectives To establish whether alcoholic beverage ads
lead to irresponsible drinking. To examine viewers understanding of
the messages TV adverts convey and analyse viewers responses of
such adverts. To recommend possible ways of effectively advertising
alcoholic beverages on TV.
1.4 RESEARCH QUESTIONS How do ads on alcoholic beverages lead to
irresponsible behavior? How do viewers understand alcoholic
beverages adverts and respond to such adverts? What are the
possible ways of effectively advertising alcoholic beverages on
TV?
1.5 SIGNIFICANCE OF STUDYAs important as advertising is to the
promotion of goods and services in todays competitive market,
advertising should not be allowed to be used as a tool to corrupt
our society. This study could therefore provide alcoholic beverage
manufacturers the most effective ways of advertising their
products.In addition, media houses and advertising agencies can
also use this as a guide to check text (messages) of ads. Finally,
the government in playing its role of formulating policies and
enacting laws to regulate alcoholic beverage ads in the country can
also make use of this document as a reference guide.
1.6 SCOPE OF STUDYThe scope of the study refers to the coverage
of the research. This studys scope therefore includes TV stations,
TV viewers of La, Accra, Advertising agencies, Regulatory agencies
(Government), Manufacturers of alcoholic beverages and the general
public.
1. 7 ORGANISATION OF STUDYChapter one covers various areas of
the introduction which include the background to the study, the
statement of the research problem, the objectives of the study,
research questions, the significance of the study as well as the
scope and the organization of the study.Chapter two covers the
review of theories and related studies as well as operational
definitions. Chapter three is the methodology used for the study
which comprises of research design, population, sample and sampling
techniques or methods, data collection methods and instruments, as
well as data analysis.Chapter four covers the findings and analysis
of data with chapter five covering the summary, conclusions and
recommendations of the study.
CHAPTER TWOTHEORETICAL FRAMEWORK AND LITERATURE REVIEW2.0
INTRODUCTIONThis chapter gives an overview of the problem under
study. It highlights on the theoretical framework; the theory on
which this research is based and covers the literature review;
review of relevant and related literature on topic under study. It
also provides operational definitions to explain how concepts or
variables are used in the study
2.1 THEORETICAL FRAMEWORKThe theoretical basis for the impact of
alcoholic beverages advertisement on television viewers was
assessed. The Innovation Adoption Theory was used as the framework
of the study.2.1.1 Innovation Adoption ModelThis is one of the most
important applications of mass communication and research which
takes into consideration the process of encouraging the adoption of
the innovations. This theory was propounded by Everett M. Rogers in
1962. It is based on the assumption that there are, at least, four
distinct steps in an innovation and an understanding of how it
functions.To Rogers, the innovation process starts at the knowledge
stage where an individual is made aware of the existence of an
innovation and how it functions. Persuasion as he observes as the
second stage in the process refers to the formation of a favourable
or unfavourable attitude by an individual towards the innovation.
Subsequently, the individual engages in activities which may lead
to the adoption or rejection of the innovation which he refers to
as decision. Lastly, the individual reaches the confirmation where
he/she seeks re-enforcement for the innovation decision made.
However he/she may reverse the previous decision if exposed to
conflicting messages about the innovation, Rogers adds.This model
incorporates the following ideas about the diffusion process.
Everett M. Rogers discusses the process in the following 5
stages:I) Awareness stage; the individual learns about the
existence of the item but lacks detailed information about it.II)
Interest stage; the individual develops an interest in the
innovation and seeks for additional information about it.III)
Evaluation stage; the individual mentally applies the item or
offers and decides whether to try it or not.IV) Trial stage; the
individual applies the new item/idea on a small scale to determine
its usefulness.V) Adoption stage; the individual after passing
through all the other four stages finally endorses the innovation
and fully adopts it. The first stage of adoption as Rogers refers
to it is about the innovation. Thus, the mass media can facilitate
the availability of that information and stimulate social
change.Diffusion of information is the first step in social change.
Mass communication channels are more effective in creating
knowledge of innovations whereas interpersonal channels are more
effective in forming or changing attitudes towards a new idea. For
instance the use of testimonials or renowned public figures in TV
ads can easily influence viewers attitudes. An example is the
so-called Jihad of the Al-Qaeda Movement in which a few Moslems
hold America and the rest of the world to ransom. Here, the
innovation is the Jihad against perceived enemies of Islam and its
leader portrays this in the mass media and in addition brings out
video tapes to communicate with his disciples and win even more.
Upon all the mass communication channels available to the President
of the United States, Barack Obama had to visit Egypt (Arabia) to
curb the perceived ill-feelings of the Arab world about the U.S.
The advertisement of alcohol on TV in a way has the potential of
changing viewers to have a favourable attitude towards the
innovation. On the other hand, the innovation can be used as an
effective tool in the fight against the increasing rate of alcohol
abuse in the country through the same process. This could be done
by packaging messages against alcohol usage as an innovation and
make those messages pass through the processes just as the
alcoholic beverages ads pass through. In all parts of the world
mass communication has helped bring about innovation in health,
education, and family planning to mention but a few through ads to
millions of people and Ghana must not be an exception.
2.2 LITERATURE REVIEWAkyeampong (1999,) in his book Drink Power
and CulturalChange: a Social History in Ghana makes important
contributions to the increasing body of literature on the history
of alcoholic drinks and lifestyles of people in Africa. Like the
nations of Northern Europe, Ghana (Gold Coast) was an area where
men drank hard liquor which was seen as hot or strong and clearly
preferred it to palm wine or beer. This means that as in Northern
Europe, alcoholism has long been a serious problem (Anderson
&Baumberg, 2007, p.37).Liquor was prestigious in pre-colonial
Ghana, and as such, was controlled by the elders and the
politically powerful. Women did not drink and young men rarely did
so, and then only as a result of the beneficence of the rich and
powerful. The rich who directly or indirectly were the holders of
power gave the young men as a favour for good deeds from such young
men. Palm wine and liquor were central to the exercise of power;
those who could afford them had the power to mobilize support for
any course they undertook. There was however, one day during the
annual Asante Odwira Festival when basins of rum were laid out for
the ordinary classes. This signaled a day in which people were free
to act drunk and under the cover of their intoxication do or say
what they wished; a ritual note of rebellion against state and a
rigid social order (Akyeampong, 1999, p.22).When young men moved to
the mines or the cities they were free to drink and had the money
to do so. Drinking, as in many other male cultures, became the
basis of peer group socialization. Young men gathered after work to
drink together. The temperance efforts failed because liquor duties
provided a large part of the colonial states revenue; up to 40% in
the pre-World War I years (Akyeampong, 1999, p.31). This means that
because of the tax revenues from liquor, the colonial government
was afraid of making people totally abstain from alcohol.Drinking
underwrote the development of music, dance and theatre. Locally
brewed gin referred to as akpeteshie replaced imported liquor, much
to the distress of colonial rulers who were unable to tax it. The
low cost of akpeteshie therefore dates back to the colonial days
when the colonial master had tried to use imported liquor as a
means of making the indigenes financially impoverished by making
them slaves to what they did not produce.Akyeampong (1999, p.55)
links the form and significance of drinking to power and status.
There are crucial differences in what people drink, where they
drink and how they drink. This means that the poor drank akpeteshie
at public places while the rich drank imported liquor with the
whites at their parlours making it a case of all indigenes are
equal but some are more important than others.In spite of the
Convention Peoples Partys patronage of the akpeteshie culture, the
social divide grew after independence. The new elite drank at home
and in comfortable hotel lounges. He notes, For the winners,
alcohol has been a priced commodity; ironically, it has also been a
consolation prize for the losers (p.157). The poor continued to
drown their sorrows in palm wine and at akpeteshie bars. Akyeampong
(1999, p.112) also deals well with gender issues. Though women
produced and sold alcoholic beverages, they rarely drank until
recently. The drinking culture has been a male culture, for which
women have paid a high price. This price, women paid by being at
the receiving end of the brutalities of their husbands. The men in
their state of stupor assaulted their spouses in all sort of
manners.A study in the January 2008 issue of Archives of Pediatrics
and Adolescent Medicine revealed that young people who view more
alcohol ads tend to drink more alcohol.This seems to confirm the
fears of people who have complained about the ever expanding ads on
TV and the relative unprofessional manner in which they are
handled. This phenomenon has sent wrong signals to the effect that
anything can be accepted as an ad especially on TV these days. This
has resulted in creating a kind of anything goes syndrome within
the industry.The alcohol industry has no restrictions or
regulations from the Federal Government on its advertising but is
subject to voluntary codes (ethics) indicating that 70% of the
audience for their advertisements be adults older than 21 years.
The authors report that these ads still appear frequently in the
media aimed at young people.Martin et al (2002) interviewed a
random sample of young people aged 15-26 years in twenty-four US
media markets four times from 1999 to 2001. They interviewed 1,872
young people in the first section, 1,473 of the same respondents in
the 2nd, 787 in the 3rd and 588 in the 4th young people who
reported viewing more alcohol ads on the average also reported
drinking more alcohol on average; each additional advert viewed per
month, applied to underage drinkers (those younger than age 21) as
well. The study found the relation between youth drinking and
advertising and the amount of dollars spent in respondents media
markets based on information purchased from an industry source.
They also acquired information about total alcohol sales in each
state.It is important to control the total alcohol consumption
level because markets with greater sales may attract more alcohol
ads from brands competing to sell in markets with more heavy
drinkers. They also wrote:Even with this control young people drink
3% more per month for each additional dollar spent per capita in
their market. Youth in the markets with high advertising
expenditure ($10 or more per person per month) also increase their
drinking over time, reaching a peak of 50 drinks per month by age
25.5.
Given that there is an impact on drinking using an objective
measure of advertising expenditures, the results are inconsistent
with the hypothesis that a correlation between advertising exposure
and drinking could be caused entirely by selective attention on the
part of drinkers. The results also contradict claims that
advertising is unrelated to youth drinking amounts: that
advertising at best causes brand switching, only affects those
older than the legal drinking age or effectively countered by
current educational efforts. Alcohol advertising was a contributing
factor to youth drinking qualities over time.
The research of Martin et al therefore means that exposure to
alcoholic beverage ads really contributes to the drinking habits of
the youth.
In an accompanying editorial, Jernigan wrote that the research
calls into question the industrys argument that its roughly
measured $1.8 billion in media expenditures per year have no impact
on underage drinking.He argued that:The fact that young people,
regardless of drinking behaviour at baseline, were more likely to
drink more over time in environments with more alcohol advertising,
even when controlling for alcohol sales in those environments,
suggests that it is exposure to alcohol advertising that
contributes to the drinking, rather than the reverse.
These and other recent findings, Jernigan (2002) point to
alcohol advertising as an important arena for interventions seeking
to reduce underage drinking and its tragic consequences. Snyder and
Co. (2006, p.11), in their research The Effects of Alcohol
Advertising Exposure on Drinking Among the Youth found out that
more youth saw alcohol advertisement average drank more (each
additional confidence interval, 1.01-1.02). Youth in markets with
more alcohol ads showed included age, gender, ethnic and
educational backgrounds. She arrived at a conclusion that alcohol
advertising contributes to increase in drinking among the youth.The
above writers or researchers focused on different aspects of the
topic such as the history of alcohol in Ghana, effects of alcohol
ads in the US among others. Different methods of research were used
in collecting data, analyzing it and interpreting the findings.My
research on the other hand, seeks to study the impact of alcoholic
beverages ads on TV viewers of La in Accra. The research will take
into consideration the following: The nature of alcoholic beverages
advertisements Whether these advertisements conform to standards
Viewers understanding of the message the advertisements convey The
responses of viewers towards alcoholic beverages ads on TV.
2.3 OPERATIONAL DEFINITIONSAlcoholic beverages (Alcohol): Any
drink or liquid containing intoxications.Advertisements (ads): The
promotion of alcoholic beverages on TV.Television (TV): It is a
visual device which electronically displays visuals on a screen
with an accompanying sound.Viewers: All people who watch alcoholic
beverage ads on TV.Innovations: Ads on TV
CHAPTER THREEMETHODOLOGY3.0 INTRODUCTIONThis chapter deals with
the population and sample used for the research, tools used in
collecting data, the design of the research and the procedure used
for collecting data and analyzing the data.
3.1 POPULATION AND SAMPLE3.1.1 PopulationThis research is based
on television viewers in La in the Dade Kotopon Constituency of the
Greater Accra Region. The population (La) is broad and covers a
wide range of people with varied educational backgrounds and
understanding into the subject matter under research. La which is
one of the traditional areas in the Accra Metropolis is home to the
Ghana International Trade Fair Centre and the La Pleasure Beach. It
is bordered on the east by Teshie, on the west by Osu, on the north
by Labone and Cantonments and on the south by the Gulf of Guinea as
it is with the whole of the country.
3.1.2 SampleIn order to get a fair representation of the entire
population in the survey, the simple random sampling method was
used. This type of sampling gives every member or individual an
equal chance of being selected. In essence, any extraneous
variables would be randomly distributed among various groups in the
sample. This means that irrelevant variables would be randomly
distributed among the various groups in the sample in to reduce
errors. One hundred (100) subjects out of the population were
randomly picked out of the population. Even though the number might
not be too representative, it was chosen due to financial and time
constraints.
3.2 DATA COLLECTION TOOLSThe researcher used a self-administered
questionnaire, containing sixteen (16) questions. A questionnaire
is what I term as a document containing a series of questions and
prompts to solicit information from respondents in a survey. The
questionnaire was made up of fourteen (14) close-ended questions
and two open-ended questions. The close-ended questions had limited
alternatives for the responses. The open-ended questions, on the
other hand, had no options for the respondents to choose responses
from. They were allowed to provide their own answers.
3.3 RESEARCH DESIGNThis is a quantitative research seeking to
assess the impact of alcoholic beverages advertisements on
television viewers in La, Accra. Quantitative research is the
systematic scientific investigation of quantitative properties and
phenomena and their relationships (Wikipedia, 2008).The implication
here is that all conclusions after findings will be based on the
majority views of the respondents. The research is designed to be a
one sample. This means that all data were solicited from one
source; television viewers of the La Community who were randomly
selected by the researcher. The diction of the questionnaire was
simple English.
3.4 PROCEDUREThe methods of data collection and data analysis
used for the study are explained below.3.4.1 Method of data
collectionData was collected for this research using both primary
and secondary sources.3.4.1aSecondary dataSecondary data was also
collected by reviewing textbooks, related literature, articles, and
journals.
3.4.1b Primary dataIn collecting primary data, a questionnaire
was used to collect information from the respondents. Specifically,
a self-administered questionnaire was used to ensure that the
interview was controlled thereby ensuring that data collected were
related to the study, accurate and reliable due to the fact that
the question itself and the order of the questions were not changed
to suit the respondent. For the purpose of this study, the survey
method was used in collecting data. Opoku (2000, p.9) observes that
the survey research is probably one of the most widely used methods
of data collection in the social sciences. It studies large and
small population by drawing samples from them. The researcher used
the survey method in order to draw differences between ages and
gender. These formed the sociological variables of the target
population under study.3.4.2 Method of data analysisThe data
collected were analysed and interpreted by using tables and charts.
Charts are very useful for analyzing field data involving samples
and survey studies because they are easy to be read and understood
by a layman.
CHAPTER FOURFINDINGS AND ANALYSIS4.0 INTRODUCTIONThis chapter
presents and analyses data collected. In interpreting and
describing data, the study made use of tabular representations and
graphs namely, pie charts and bar graphs.4.1 ANALYSIS OF
FINDINGS4.1.1a WHETHER RESPONDENTS HAVE WATCHED ALCOHOLIC BEVERAGE
AD ON TV OR NOTRESPONSESRESPONDENTSPERCENTAGE (%)
Yes100100
No00
TOTAL100100
The above table shows that 100 respondents representing a 100%
said they had watched an alcoholic beverage ad before. The chart in
Fig.1 is the graphical representation of the above information.
4.1.1b GRAPH REPRESENTING THE ABOVE INFORMATION
Fig.14.1.2a FREQUENCY OF WATCHING SUCH
ADSRESPONSESRESPONDENTSPERCENTAGE (%)
Daily6060
Weekly2929
Other1111
TOTAL100100
From the above table, it was found out that 60% of the
respondents watched such ads daily, 29% watched daily with 11% not
being specific on the times they watched such ads. The above
information is represented in Fig.2.
4.1.2b: GRAPH REPRESENTATION OF THE ABOVE INFORMATION
Fig.24.1.3a: ELEMENTS THAT HAVE BEEN ATTRACTING RESPONDENTS TO
WATCH SUCH ADS.RESPONSESRESPONDENTSPERCENTAGE (%)
Message1010
Characters3030
Soundtrack5151
Other99
TOTAL1 100100
The table above shows that 51% representing more than half of
respondents were attracted to alcoholic beverages ads on TV by the
soundtrack. 30% were attracted by characters (personalities) in the
ads while 10% of the respondents attraction bordered on the
messages contained in the ads. However, 9% were not specific as to
what really attracted them to watch those ads. This information is
represented in Fig. 3.4.1.3b: GRAPH REPRESENTING THE ABOVE
INFORMATION
Fig.34.1.4a: INFLUENCE OF ADS ON
RESPONDENTSRESPONSESRESPONDENTSPERCENTAGES (%)
Yes9494
No66
N TOTAL100100
The table above shows that a whopping 94% of the respondents
admitted to being influenced by alcoholic beverages ads with 6%
declining any influence of such ads on them. This is represented in
Fig.4.
4.1.4b: GRAPH REPRESENTATION OF THE ABOVE INFORMATION
Fig.44.1.5a: HOW RESPONDENTS WERE INFLUENCED BY SUCH
ADSRESPONSESRESPONDENTSPERCENTAGE (%)
Imitate characters3333
Drink alcohol5252
Other15N15
TOTAL100100
The above table shows that the majority of respondents 52% were
influenced to drink alcohol while 33% were influenced to behave
like characters in the ads. The 15% classified as other consists of
6 respondents who clearly stated that they were not in any way
influenced by such ads and 9 others who were not specific on the
kind of influence such ads exert on them. Fig.5 is a graphical
representation of the above table.
4.1.5b: GRAPH REPRESENTING THE ABOVE INFORMATION
Fig.54.1.6a: ALCOHOL CONSUMPTION OF
RESPONDENTSRESPONSESRESPONDENTSPERCENTAGE (%)
Yes8282
No18N 18
TOTAL100100
This table shows that 82% of the respondents have taken alcohol
before and 18% have not taken alcohol before. Fig.6 represents the
above information.
4.1.6b: GRAPH REPRESENTING THE ABOVE INFORMATION
Fig.6
4.1.7a: NUMBER OF SUCH ADS RESPONDENTS HAVE RECENTLY
WATCHEDRESPONSESRESPONDENTSPERCENTAGE (%)
One1212
Two2727
Three4848
Other1313
TOTAL100100
The above table shows that 48% of the respondents have recently
watched three ads on alcoholic beverages, 27% have recently watched
two of such ads, 13% have watched more than three of such ads
recently with 12% having watched one of such ads in recent times.
This is represented in Fig.7.
4.1.7b: GRAPH REPRESENTING THE ABOVE TABLE
Fig.74.1.8a: SPECIFIC ADS WATCHED BY
RESPONDENTSRESPONSESRESPONDENTSPERCENTAGE (%)
GIHOC88
KASAPREKO1616
BARON2626
ABL1212
GGBL3030
OTHER88
TOTAL100100
Here, respondents were asked to mention some of the alcoholic
beverages ads they had watched on TV. Respondents mentioned
individual products from various manufacturers but in order to make
them more understandable, the researcher categorized them under
their respective umbrella brands. The above table shows that of all
the ads mentioned, 30% were from Guinness Ghana Breweries Limited
(GGBL), producers of alcoholic beverages like Guinness, Star Beer,
Gulder, Smirnoff Ice and Gordon Spark. Baron Distilleries,
producers of Pusher Gin Bitters, Captains Dry Gin and Whisky and
Cargo Gin Bitters follows with 26%. Kasapreko Distilleries with
products like Cardinal, Cocoa Liqueur, Opeimu Bitters, Alomo
Bitters, Ogidigidi and Target Bitters covered 16% of the responses.
12% of the responses were for products like Castle Milk Stout, Club
Beer, Stone Lager and Redds which are products of Accra Brewery
Limited (ABL). GIHOC Distilleries, producers of Takai Liqueur, Herb
Afrik Bitters, Mandingo Bitters, Castle Bridge Dry Gin and Sorento
got 8% of the responses. Products like Amarula, Baileys, Smirnoff
Vodka and 8PM which are mainly imported and are categorized as
OTHER also took 8% of the responses. The above information is
represented in the chart in Fig. 8.
4.1.8b: GRAPH REPRESENTING THE ABOVE INFORMATION
Fig.8
4.1.9a: WHETHER RESPONDENTS HAVE THOUGHT OF BUYING AN ALCOHOLIC
BEVERAGE BECAUSE OF ITS AD ON TVRESPONSESRESPONDENTSPERCENTAGE
(%)
Yes6868
No3232
TOTAL100100
The table above shows that 68% of the respondents have thought
of buying an alcoholic beverage because of its ad on TV. About 50
of these went ahead to add that they really have bought alcoholic
beverages due to their ads on TV. 32%, however, said they were yet
to think of buying an alcoholic beverage because of its ad on TV.
This information is represented in Fig. 9.
4.1.9b: GRAPH REPRESENTING THE ABOVE INFORMATION
Fig.9
4.1.10a: WHETHER RESPONDENTS EASILY REMEMBER THE MESSAGES IN THE
ADS OR NOTRESPONSESRESPONDENTSPERCENTAGE (%)
Yes9292
No88
TOTAL100100
The above table shows that 92% of the respondents find the
messages in such ads as easy to remember with the remaining 8% not
finding the messages easy to remember. The chart in Fig.10 is a
graph representation of the above information.
4.1.10b: GRAPH REPRESENTING THE ABOVE INFORMATION
Fig.10
4.1.11a: SOME OF THE MESSAGES RESPONDENTS REMEMBER FROM SUCH
ADSRESPONSESRESPONDENTSPERCENTAGE (%)
Smoothly refreshing99
Drop of greatness in every man1717
Shaalaipitsua/tue3030
Opeimu(Great One)1414
Youve earned it66
Perfect mixes88
Great taste1010
Other66
TOTAL100100
The table on page 33 shows that 30% of the respondents
remembered the advertising messages shaalaipitsua and shaalaitue,
17% said they remembered drop of greatness in every man, 14%
remembered opeimu (great one), 10% remembered great taste, 9%
remembered smoothly refreshing, 8% remembered perfect mixes, 6%
remembered the message youve earned it while the remaining 6% were
not specific on what messages they could remember. Below is the
graphic representation of the above information.4.1.11b GRAPH
REPRESENTING THE ABOVE INFORMATION
Fig.114.1.12a: WHETHER RESPONDENTS UNDERSTAND THE MESSAGES
RESPONSESRESPONDENTSPERCENTAGE (%)
Yes9191
No99
TOTAL100100
The above table shows that 91% of the respondents said they
understood the messages they provided whereas 9% said they did not
understand the messages. Below is the graph representing this
information.
4.1.12b GRAPH REPRESENTING THE ABOVE INFORMATION
Fig.124.1.13a: HOW RESPONDENTS UNDERSTAND THE MESSAGES
PROVIDEDRESPONSESRESPONDENTSPERCENTAGE (%)
Sexual booster3636
Gives you a perfect taste2525
Makes you a great person1414
Improves your appetite1919
Other66
TOTAL100100
The above table shows the meanings respondents gave to the
messages they provided earlier. 36% of them said their ads meant
that alcohol boosts sexual performance especially in men, 25%
explained that alcohol gives a perfect/great taste, 19% thought
alcohol is an appetizer and 14% understood that alcohol makes you a
great person especially among your peers. The remaining 6% were not
specific on their understanding of the messages. Fig.13 is the
graph representing the above information.4.1. 13b: GRAPH
REPRESENTING THE ABOVE INFORMATION
Fig.13
BIO-DATA4.1.14a: GENDER OF
RESPONDENTSRESPONSESRESPONDENTSPERCENTAGE (%)
Male5252
Female4848
TOTAL100100
The table above shows the gender distribution of the
respondents. It shows that 52% of them were male with the remaining
48% obviously being female. Fig.14 is the graph representing this
information.
4.1.14b: GRAPH REPRESENTING THE ABOVE INFORMATION
Fig.144.1.15a: AGES OF RESPONDENTSRESPONSESRESPONDENTSPERCENTAGE
(%)
13-193030
20-293636
30-392323
40 and above1111
TOTAL100100
The above table shows the age distribution of respondents which
shows that 30% of them were between 13 and 19 years, 36% were
between 20 and 29 years, 23% were between 30 and 39 years with 11%
being 40 years and above. Fig.15 is the graph representing the
above information.
4.1.15b GRAPH REPRESENTING THE ABOVE INFORMATION
Fig.154.1.16a: EDUCATIONAL LEVELS OF
RESPONDENTSRESPONSESRESPONDENTSPERCENTAGE (%)
Basic2323
Secondary3939
Tertiary2828
Other1010
TOTAL100100
The table above shows the educational levels of respondents. 23%
were basic school graduates, 39% were secondary school leavers with
28% being tertiary graduates. 10% of the respondents had different
educational backgrounds of which 2 were basic school dropouts and 8
being masters degree holders. Fig. 16 is the graph representing
this information.
4.1.16b GRAPH REPRESENTING THE ABOVE INFORMATION
Fig.16
CHAPTER FIVESUMMARY, CONCLUSION AND RECOMMENDATIONS5.0
INTRODUCTIONThis chapter is made up of a summary of the whole
study, conclusions made from the findings and some recommendations
of the researcher.
5.1 SUMMARYThis research set out to generally assess the impact
of alcoholic beverage ads on TV viewers. The researcher achieved
this by sampling the views of 100 viewers at La, Accra, through a
self-administered questionnaire containing sixteen (16) questions.
Specifically, the study sought to establish whether alcoholic
beverage ads on TV lead to irresponsible behaviour. It was realized
that 94% and 68% of the total number of respondents admitted to
being influenced by alcoholic beverage ads and buying alcoholic
beverages because of their ads respectively. This objective is
achieved as after buying those drinks and getting intoxicated the
behaviours of these people cannot be anywhere near responsible. It
is believed that 0.15% of alcohol concentration in ones blood
causes irresponsible behavior, euphoria in addition to difficulties
in standing, walking, and talking. And, in Canada and some parts of
the U.S, 0.08% is considered as illegal intoxication (Hewitt and
Gordis, 2009). The study also examined viewers understanding of the
messages in the alcoholic beverages ads and their responses to such
ads. Messages in ads also contribute to the target audiences
response. As explained by Rogers in the Innovation Adoption Model,
the individual is persuaded to accept and endorse the innovation
(ad). In this instance, more than 90% of the respondents easily
remembered some of the messages in the ads they had watched and
gave their own meanings to it. 68% of the respondents also
confirmed buying alcoholic beverages because of their ads on TV.
This means that majority of respondents accepted and endorsed the
innovation. Of the total number of respondents, close to 90%
consisted of the youth and about 68% of the respondents confirmed
that they bought an alcoholic beverage because of its ad on TV.
This confirms the research of Snyder (2006) which says that the
youth who watch alcohol ads on the average drink alcohol.
5.2 CONCLUSIONThe findings of the research therefore mean that
viewers in La, Accra, understand messages in alcoholic beverages
ads on TV and respond positively towards those ads and the more the
youth watch alcohol ads, the more they are likely to drink
alcohol.
5.3 RECOMMENDATIONSFrom the above findings, I recommend the
following:Firstly, I think there should be educational campaigns to
make the general public, especially the youth, know the dangers of
alcohol abuse and this should include pupils in the primary
school.Secondly, the Food and Drugs Board (FDB), mandated by law to
regulate ads of alcoholic beverages, should in collaboration with
the National Media Commission (NMC) enforce restrictions on the
content, frequency and time of airing alcoholic beverage ads on TV.
Alternatively, the government could set up an agency specifically
for this if the FDB and NMC are too over-burdened.Moreover, the FDB
should apply stricter enforcement of age restrictions and punish
shopkeepers who sell alcoholic beverages to under-aged buyers.In
addition, the Advertising Association of Ghana (AAG) though has no
legal authority over its members must try to instill ethical
discipline in its members.Lastly, Parliament must enact laws that
require products to carry a label of alcohol content and warning of
excessive drinking.
BIBLIOGRAPHY2010 Government of Ghana Budget Statement, (2009),
Assembly Press, Accra.Anderson, P., &Baumberg, B., (2006),
Alcohol in Europe, Institute of Alcohol Studies, London.Akyeampong
E., (1999), Drink, Power and Cultural Change, Wilas Press,
Kumasi.Bernard, R., (1981), Advertising and Social Change, Sage
Publications, London.Bovee, C.L., (1992), Contemporary Advertising,
McGraw Hill Publishers, New York.Ebbrecht, T., (2007), History on
TV, Sage Publications, London.Food and Drugs Board Guidelines,
(2005), Assembly Press, Accra.Hewitt, B.G., &Gordis, E.,
(2009), Alcoholism, Microsoft, Redmond, W.A.Jernigan, D.H., (2002),
Editorial on Alcohol and Youth, John Wiley & Sons Inc., New
JerseyMartin, S.E., Snyder, L.B., Hamilton, M., Milici, F. F.,
Slater, M.D., Stacy, A., Chen, M., &Grube, J.W., (2002),
Alcohol Advertising and Youth, John Wiley & Sons Inc., New
Jersey.Opoku, J.Y., (2000), A Short Guide to Research Writing in
the Social Sciences and Education, Safeway Printworks, Accra.Oxford
Advanced Dictionary, 6th Edition, (2004), University Press,
Oxford.Snyder, L.B., Milici, F.F., Slater, M.D., Sun, H.
&Strizhakova, Y., (2006), The Effects of Alcohol Advertising
Exposure on Drinking among the Youth, www.archpedi.ama-assn.org
(Accessed on 18th March, 2010).World Book Encyclopedia, (2001),
World Book Inc., Michigan.Wimmer, R.D. and Dominick, R., (1997),
Mass Media Research: An Introduction, Wordsworth Press,
Belmontwww.myjoyonline.com/news, (Accessed on February 10,
2010)www.wikipedia.org/wiki/Quantitative, (Accessed on December 20,
2009)
QUESTIONNAIRE
Dear Respondent,I am Jeffrey OwusuMensah, a final year student
of the Ghana Institute of Journalism. As part of the requirements
to obtain Diploma in Communication Studies, I am conducting a study
on The Impact of Alcoholic Beverages Advertisement on Television
Viewers. I would be grateful if you could assist me by answering
the following questions. Tick the correct responses in the brackets
and provide your own answers at the appropriate spaces.Thank
you.
1) Have you watched any alcoholic beverage advertisement on
television before? Yes ( ) No ( )
2) How often do you watch such advertisements? Daily ( ) Weekly
( ) Other..........
3) What attracted you to watch the advertisements? Message ( )
Characters ( ) Soundtrack ( ) Other
4) Do such advertisements influence you in any way? Yes ( ) No (
)
5) How do the advertisements influence you? To imitate the
characters ( ) To drink alcohol ( ) Other.
6) Have you taken alcohol before? Yes ( ) No ( )7) How many of
such advertisements have you watched recently on TV? One ( ) Two (
) Three ( ) Other ( )
8) Can you please mention them below?1. 2. 3. 4.
9) Have you ever thought of buying an alcoholic beverage because
of its advertisement on TV? Yes ( ) No ( )
10) Are the messages in such advertisements easy to remember?
Yes ( ) No ( )11) What are some of the messages you remember?
12) Do you understand the messages provided above? Yes ( ) No (
)
13) How do you understand those messages?
BIO-DATA 14) Gender: M ( ) F ( ) 15) Age: 13-19 ( ) 20-29 ( )
30-39 ( ) 40 and above ( ) 16) Education: Basic ( ) Secondary ( )
Tertiary ( ) Other
6