Audience Reception Analysis of Selected Beer Commercials on EBC1
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Date
2017-06
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Addis Ababa University
Abstract
Nowadays the practice of advertising a product is increasing both in frequency and variety in
Ethiopia. Beer commercials are among the top product advertisements that appear frequently on
television including the national TV station, EBC1. The aim of the study was to investigate how
the audience interprets the messages transmitted by selected television beer commercials aired on
the channel.
It employed a qualitative research approach, wherein qualitative content analysis, focus group
discussions and one-on-one interviews were used as data gathering instruments. With regard to
the sampling procedure, six commercials from Habesha, Bedele and Meta beer brands were
selected using purposive sampling based on the time intervals in which the commercials were
broadcasted, while for the purpose of the audience purposive and snowball sampling techniques
were utilized.
The data gathered was thematically analyzed. Though the analysis of the data was not bound to a
specific theory or model, the theoretical frameworks, the models and empirical concepts were
utilized as a guide to the analysis and making sense of the data.
The qualitative content analysis revealed that the commercials employed themes which were
frequently portrayed in beer commercials worldwide. Accordingly, reward for hard work,
strengthening friendship and social life, cultural values and history of the country, and gender
and close-up images of the glass or bottle were found to be the themes used in the commercials.
Concerning the audience, the study revealed that audiences are not just passive receivers of
advertisement messages rather they are active in interpreting the messages. Advertising messages
are open to various interpretations based on the audience’s backgrounds, culture and social
values. The study also confirmed that factors like age, educational level, gender and marital
status matter a lot in the interpretation of the messages transmitted by the beer commercials
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Keywords
Selected Beer Commercials