The Portrayal of Cultural Setting: A Case of Afan Oromo Advertisements Transmitted on ETV
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Date
2009-07
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Addis Ababa University
Abstract
Advertisements encapsulate subtle power that eventually entices and
persuades the target audience into buying commercial products or
subscribing to services. People might experience an embarrassment of
riches when exposed to an avalanche of similar items flood the market.
Here, therefore, adverts mightplaya monumental role in swaying the
heart of the customers to product while distancing it from the other. To
achieve their purposes, pretty subtle, the advertising industries seek
approaches to the potential customers. The best thing in this career is to
appeal to both emotion and mind. The advertiser discusses the
importance of the item with the audience as if the advertiser is the only
reliable friend of them. This intimacy is meant to be achieved if the
advertiser employs acceptable and compelling techniques according to
potential buyers ' culture .
In this research, it is found that less or no a tten tion IS gIven to the
culture of local potential buyers. Particularly when it comes to Afan
Oromo advertisements, cultural entities which could perhaps be the
most appealing to the Oromo society are left out apparently. In most of
Afan Oromo advertisements transmitted on ETV, western music and
culture, and other society's culture are delineated. The advertisements
are simply the tradition of Amharic version without appropriate
adaptation. Implicitly, non Oromo culture overshadows every Afan
Oromo advertisement transmitted on ETV. The advisement performers
complain about unfair payment while advertisement agency managers
put the responsibility on organization who wants advertisement. The
study investigates the intricacy of the problem which needs knowledge of
every concerned body.
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Keywords
Cultural Setting, Afan Oromo Advertisements, Transmitted on ETV