An Investigation Into The Efficacy Of Selected Advertising Clips On Etv Cultural Considerations

Advertising is part of everyday culture in the same way that television programs are partrnof culture. Advertising is recognized as being a source of entertainment as well as givingrninformation. It is a media in its own right. As such it provides people with another subjectrnto talk or gossip about. However, advertisement can be effective when the values in thernmessage directly correspond with the values of the target audiences. It was the mainrnobjective of this study to investigate the extent to which advertisements aired on ETV giverndue concern to the cultural values of the audiences for whom the advertisements arernproduced.rnThe study basically employed qualitative content analysis which was designed to answerrnthe research questions raised and to attain objectives of the study. Moreover, four focusrngroup discussions and individual in-depth interviews have been used to further tightenrnthe data obtained from the qualitative content analysis segment of the study and tornexplore the audiences’ perception towards advertisements. A total of 15 commercialsrnbroadcasted during five months period were purposefully selected. The selectedrncommercials were analyzed and interpreted thematically to find out their apparentrncontent. Furthermore, relevant literatures were also reviewed.rnThe results found out that most of the advertisements disregard the dominant culturalrnvalues of the society for whom they are advertising. Advertisements appeared fall farrnshort of localizing foreign advertisement messages that can suit audiences’ expectation.rnThe advertisements are produced in some others’ context and thus the framework ofrnwhich the advertisements produced do not match the cultural context of the targetrnaudiences. Moreover, some of the advertisements lack the genuine and vivid culturalrnrepresentation. They are observed employing ‘alien’ cultural elements which do notrncoincide with the audiences’ cultural and intellectual knowledge. The study furtherrnrevealed that western cultural values are the most recurrent values often observed in thernadvertisements aired on ETV. The advertising agencies criticized advertisers for this illrntreatment of local cultural values because they assume that employing western values isrnthe best way of approaching and pleasing their target customers.

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