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Tuesday, March 8, 2011

The Impact of Alcoholic Beverages Advertisements on Television Viewers in La, Accra

CHAPTER ONE
GENERAL INTRODUCTION
1.0 INTRODUCTION
This 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 study’s significance. It also covers the scope of the study.

1.1 BACKGROUND TO THE STUDY
Bovee (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. Programmes ranging from prime-time 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 FDB’s 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 PROBLEM
Alcohol 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 STUDY
1.3.1 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 STUDY
As important as advertising is to the promotion of goods and services in today’s 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 STUDY
The scope of the study refers to the coverage of the research. This study’s 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 STUDY
Chapter 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 TWO
THEORETICAL FRAMEWORK AND LITERATURE REVIEW
2.0 INTRODUCTION
This 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 FRAMEWORK
The 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 Model
This 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 REVIEW
Akyeampong (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 state’s 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 People’s Party’s 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 industry’s 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 DEFINITIONS
Alcoholic 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 THREE
METHODOLOGY
3.0 INTRODUCTION
This 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 SAMPLE
3.1.1 Population
This 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 Sample
In 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 TOOLS
The 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 DESIGN
This 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 PROCEDURE
The methods of data collection and data analysis used for the study are explained below.
3.4.1 Method of data collection
Data was collected for this research using both primary and secondary sources.
3.4.1aSecondary data
Secondary data was also collected by reviewing textbooks, related literature, articles, and journals.


3.4.1b Primary data
In 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 analysis
The 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 FOUR
FINDINGS AND ANALYSIS
4.0 INTRODUCTION
This 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 FINDINGS
4.1.1a WHETHER RESPONDENTS HAVE WATCHED ALCOHOLIC BEVERAGE AD ON TV OR NOT
RESPONSES RESPONDENTS PERCENTAGE (%)
Yes 100 100
No 0 0
TOTAL 100 100

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.1
4.1.2a FREQUENCY OF WATCHING SUCH ADS
RESPONSES RESPONDENTS PERCENTAGE (%)
Daily 60 60
Weekly 29 29
Other 11 11
TOTAL 100 100

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.2
4.1.3a: ELEMENTS THAT HAVE BEEN ATTRACTING RESPONDENTS TO WATCH SUCH ADS.
RESPONSES RESPONDENTS PERCENTAGE (%)
Message 10 10
Characters 30 30
Soundtrack 51 51
Other 9 9
TOTAL 1 100 100

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.3
4.1.4a: INFLUENCE OF ADS ON RESPONDENTS
RESPONSES RESPONDENTS PERCENTAGES (%)
Yes 94 94
No 6 6
N TOTAL 100 100

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.4
4.1.5a: HOW RESPONDENTS WERE INFLUENCED BY SUCH ADS
RESPONSES RESPONDENTS PERCENTAGE (%)
Imitate characters 33 33
Drink alcohol 52 52
Other 15 N15
TOTAL 100 100

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.5
4.1.6a: ALCOHOL CONSUMPTION OF RESPONDENTS
RESPONSES RESPONDENTS PERCENTAGE (%)
Yes 82 82
No 18 N 18
TOTAL 100 100

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 WATCHED
RESPONSES RESPONDENTS PERCENTAGE (%)
One 12 12
Two 27 27
Three 48 48
Other 13 13
TOTAL 100 100

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.7
4.1.8a: SPECIFIC ADS WATCHED BY RESPONDENTS
RESPONSES RESPONDENTS PERCENTAGE (%)
GIHOC 8 8
KASAPREKO 16 16
BARON 26 26
ABL 12 12
GGBL 30 30
OTHER 8 8
TOTAL 100 100

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, Captain’s 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, Bailey’s, 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 TV
RESPONSES RESPONDENTS PERCENTAGE (%)
Yes 68 68
No 32 32
TOTAL 100 100

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



4.1.10a: WHETHER RESPONDENTS EASILY REMEMBER THE MESSAGES IN THE ADS OR NOT
RESPONSES RESPONDENTS PERCENTAGE (%)
Yes 92 92
No 8 8
TOTAL 100 100

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






4.1.11a: SOME OF THE MESSAGES RESPONDENTS REMEMBER FROM SUCH ADS
RESPONSES RESPONDENTS PERCENTAGE (%)
Smoothly refreshing 9 9
Drop of greatness in every man 17 17
“Shaalaipitsua/tue” 30 30
“Opeimu”(Great One) 14 14
You’ve earned it 6 6
Perfect mixes 8 8
Great taste 10 10
Other 6 6
TOTAL 100 100

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 “you’ve 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.11
4.1.12a: WHETHER RESPONDENTS UNDERSTAND THE MESSAGES
RESPONSES RESPONDENTS PERCENTAGE (%)
Yes 91 91
No 9 9
TOTAL 100 100

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.12
4.1.13a: HOW RESPONDENTS UNDERSTAND THE MESSAGES PROVIDED
RESPONSES RESPONDENTS PERCENTAGE (%)
Sexual booster 36 36
Gives you a perfect taste 25 25
Makes you a great person 14 14
Improves your appetite 19 19
Other 6 6
TOTAL 100 100

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-DATA
4.1.14a: GENDER OF RESPONDENTS
RESPONSES RESPONDENTS PERCENTAGE (%)
Male 52 52
Female 48 48
TOTAL 100 100

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.14
4.1.15a: AGES OF RESPONDENTS
RESPONSES RESPONDENTS PERCENTAGE (%)
13-19 30 30
20-29 36 36
30-39 23 23
40 and above 11 11
TOTAL 100 100

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.15
4.1.16a: EDUCATIONAL LEVELS OF RESPONDENTS
RESPONSES RESPONDENTS PERCENTAGE (%)
Basic 23 23
Secondary 39 39
Tertiary 28 28
Other 10 10
TOTAL 100 100

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 FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.0 INTRODUCTION
This chapter is made up of a summary of the whole study, conclusions made from the findings and some recommendations of the researcher.

5.1 SUMMARY
This 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 one’s 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 audience’s 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 CONCLUSION
The 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 RECOMMENDATIONS
From 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.




BIBLIOGRAPHY
2010 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 Jersey
Martin, 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, Belmont
www.myjoyonline.com/news, (Accessed on February 10, 2010)
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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………………

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