Search

Research in advertising does one or two of the following three things: gives the receivers' account, the producers' account and or examines the advertising text itself. Much of such research has focused on contexts other than the African continent. Also these studies have been based on print and television advertising texts and the radio advertising text remains understudied. This paper seeks to add to the body of work which investigates all three perspectives from an African context. It looks at a Ghanaian radio advertisement of a financial product from an international bank in Ghana. The study involved an interview with the producer of the ad, a focus group with the target audience and a linguistic analysis of the advertising text. The findings demonstrate that a textual analysis will lead to a partial perspective: likewise, will an analysis from a producers' account or receiver's perspective. This set of findings suggest that researchers need to be cautious in making claims for research findings based on only one or two of these accounts. [ABSTRACT FROM AUTHOR]