African Cultural Representation in Alcohol Commercials on AIT and Channels Television
Keywords:
Cultural representation, commercials, Alcoholic beverages, cultural heritage, advertisementsAbstract
The media have the responsibility to communicate, integrate, and transmit beliefs, norms, values, information gathering and dissemination, as well as other vestiges of the culture of people, and transmit them from one generation to another. Commercials are advertisements that have to do with the promotion of products, services, or ideas through various media channels. Most times, commercials are crafted to introduce new products and to further tell customers and others that the product is still in the market, and to persuade both old and new customers to continue patronage of such products and services. In Nigeria presently, many of the commercials of alcoholic beverages are done with the culture of the people in mind. This study seeks to examine the African culture representation in the commercials of alcohol on AIT and Channels Television Station. The study adopted content analysis with a population of 244, which was derived from the total number of days in September 2024 to December 2024 multiplied by 2. The study adopted the Census sampling based on the size of the population, with purposive sampling techniques using a constructed and continuous calendar. The theoretical base was the reflective-projective theory. Findings indicated that language, lifestyle, customs, and identity were key factors for the African cultural representations in the alcoholic beverages. Furthermore, what was projected on the stations depended on the individuals and members of the community, giving a deep interpretation and understanding of the message, emotional and sensory response to what is presented through the media It is, therefore, recommended that commercial should be use to harness the culture of the people, especially those that portray positive cultural heritage in the commercials of their products and services to encourage patronage.
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