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 studys 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. 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
1

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.
2

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.

3

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 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.
4

1.6 SCOPE OF STUDY

The 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 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
7

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 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.
9

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.
10

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.
11

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

12

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
13

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.
14

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

15

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
Yes
No
TOTAL

RESPONDENTS
100
0
100

16

PERCENTAGE (%)
100
0
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

100
90
80
70
60
50
40
30
20
10
0
Yes

No

Fig.1
4.1.2a FREQUENCY OF WATCHING SUCH ADS
RESPONSES
Daily

RESPONDENTS
60

PERCENTAGE (%)
60

Weekly
Other
TOTAL

29
11
100

29
11
100

17

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

Other; 11%

Daily
Weekly

Weekly; 29%

Other

Daily; 60%

Fig.2
4.1.3a: ELEMENTS THAT HAVE BEEN ATTRACTING RESPONDENTS TO WATCH SUCH
ADS.
RESPONSES
Message
Characters
Soundtrack

RESPONDENTS
10
30
51
18

PERCENTAGE (%)
10
30
51

Other
TOTAL

9
1 100

9
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

Other; 9% Message; 10%

Message
Characters

Characters; 30%

Soundtrack
Other

Soundtrack; 51%

Fig.3
4.1.4a: INFLUENCE OF ADS ON RESPONDENTS
RESPONSES
Yes
No
N TOTAL

RESPONDENTS
94
6
100

19

PERCENTAGES (%)
94
6
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

No; 6%

Yes
No

Yes; 94%

Fig.4
4.1.5a: HOW RESPONDENTS WERE INFLUENCED BY SUCH ADS
RESPONSES
Imitate characters
Drink alcohol
Other
TOTAL

RESPONDENTS
33
52
15
100
20

PERCENTAGE (%)
33
52
N15
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

Other; 15%
Imitate characters; 33%
Imitate characters
Drink alcohol
Other
Drink alcohol; 52%

Fig.5
4.1.6a: ALCOHOL CONSUMPTION OF RESPONDENTS
RESPONSES
Yes
No
TOTAL

RESPONDENTS
82
18
100

PERCENTAGE (%)
82
N 18
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.
21

4.1.6b: GRAPH REPRESENTING THE ABOVE INFORMATION

No; 18%

Yes
No
Yes; 82%

Fig.6

4.1.7a: NUMBER OF SUCH ADS RESPONDENTS HAVE RECENTLY WATCHED

RESPONSES
One
Two
Three
Other
TOTAL

RESPONDENTS
12
27
48
13
100

PERCENTAGE (%)
12
27
48
13
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.
22

4.1.7b: GRAPH REPRESENTING THE ABOVE TABLE

Other; 13%One; 12%

One
Two

Two; 27%

Three
Other

Three; 48%

Fig.7
4.1.8a: SPECIFIC ADS WATCHED BY RESPONDENTS
RESPONSES
GIHOC
KASAPREKO
BARON
ABL
GGBL
OTHER
TOTAL

RESPONDENTS
8
16
26
12
30
8
100

PERCENTAGE (%)
8
16
26
12
30
8
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),
23

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

24

OTHER; 8% GIHOC; 8%
GIHOC

KASAPREKO; 16%

KASAPREKO
BARON

GGBL; 30%

ABL
GGBL
BARON; 26%

OTHER

ABL; 12%

Fig.8

4.1.9a: WHETHER RESPONDENTS HAVE THOUGHT OF BUYING AN ALCOHOLIC

BEVERAGE BECAUSE OF ITS AD ON TV
RESPONSES
Yes
No
TOTAL

RESPONDENTS
68
32
100

PERCENTAGE (%)
68
32
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

25

4.1.10a: WHETHER RESPONDENTS EASILY REMEMBER THE MESSAGES IN THE ADS

OR NOT
RESPONSES
Yes
No
TOTAL

RESPONDENTS
92
8
100

PERCENTAGE (%)
92
8
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
Fig.9

representation of the

above information.

4.1.10b: GRAPH REPRESENTING THE ABOVE INFORMATION

26

Fig.10

No; 8%

Yes
No

Yes; 92%

27

4.1.11a: SOME OF THE MESSAGES RESPONDENTS REMEMBER FROM SUCH ADS

RESPONSES
Smoothly refreshing
Drop of greatness in every man
Shaalaipitsua/tue
Opeimu(Great One)
Youve earned it
Perfect mixes
Great taste
Other
TOTAL

RESPONDENTS
9
17
30
14
6
8
10
6
100

PERCENTAGE (%)
9
17
30
14
6
8
10
6
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 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

28

Smoothly refreshing

Greatness in every
drop 10%
Earn your reward; 11% Smoothly refreshing;
"(Great one); 8%
"
Greatness in every drop; 18% "
"; 5%
"
"(Great one)
"; 15%
"; 33%
Earn your reward
Perfect mixes
Other

Fig.11
4.1.12a: WHETHER RESPONDENTS UNDERSTAND THE MESSAGES
RESPONSES
Yes
No
TOTAL

RESPONDENTS
91
9
100

PERCENTAGE (%)
91
9
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

29

No; 9%

Yes
No

Yes; 91%

Fig.12
4.1.13a: HOW RESPONDENTS UNDERSTAND THE MESSAGES PROVIDED
RESPONSES
Sexual booster
Gives you a perfect taste
Makes you a great person
Improves your appetite
Other
TOTAL

RESPONDENTS
36
25
14
19
6
100

PERCENTAGE (%)
36
25
14
19
6
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

30

Other; 6%

Sexual booster

Improves your appetite; 19%

Sexual booster; 36%

Gives you a perfect

taste
Makes you a great
person
Improves your
appetite

Makes you a great person; 14%

Gives you a perfect taste; 25%

Other

Fig.13

BIO-DATA
4.1.14a: GENDER OF RESPONDENTS
RESPONSES
Male
Female
TOTAL

RESPONDENTS
52
48
100

PERCENTAGE (%)
52
48
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

31

Female; 48%

Male

Male; 52%

Female

Fig.14
4.1.15a: AGES OF RESPONDENTS
RESPONSES
13-19
20-29
30-39
40 and above
TOTAL

RESPONDENTS
30
36
23
11
100

PERCENTAGE (%)
30
36
23
11
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

32

40 and above; 11%

13-19; 30%

13-19

30-39; 23%

20-29
30-39
40 and above
20-29; 36%

Fig.15
4.1.16a: EDUCATIONAL LEVELS OF RESPONDENTS
RESPONSES
Basic
Secondary
Tertiary
Other
TOTAL

RESPONDENTS
23
39
28
10
100

PERCENTAGE (%)
23
39
28
10
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

33

Other; 10%
Basic; 23%

Basic
Secondary

Tertiary; 28%

Tertiary
Other
Secondary; 39%

Fig.16

CHAPTER FIVE
34

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 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
35

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.

36

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.
37

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)
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 ( )
38

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 ( )

39

16) Education: Basic ( ) Secondary ( ) Tertiary ( ) Other

40