Etv Commercials in Light of Public Perception and Principles of Advertising
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Date
2009-07
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Addis Ababa University
Abstract
This research atlempted to e.xamine the quality of ETV commercials ill light of public
perception and principles of advertising. To this end, data were collected through video
recording of cOlllmercials and questionnaires. That is, 100 viewers alld 40 relevant
professionals were selected through cOllvenience and purposive sampling respectively; to fill
0111 questionnaires, containing questions regarding their overall perception all ETV
commercials (Ind the commercials' attractiveness, relevance, informativeness alld
believability. Besides, 80 advertisements that have been aired during the last six mOlllhs,
through ETV, have been video-recorded. Oll! of these 30 have been selected randomly, and
were content analyzed agaillst the principles oj advertising. Threejudges have beell involved
ill evaluating the contellt oj the commercials and it was Jound thaI the overall public attitude
IOwards ETV commercials is 1I0f ollly unfavorable, but Ihey are also perceived by the public
as 1101 illforlllative, relevallt, persuasive, attractive and likeable. Besides, cOllteul analyses oj
the commercials have revealed that most ETV commercials make silly, exaggerated,
Iinbelievable claims, alld they are similar to aile another. Furthermore, too many of ETV
commercials do 110t deliver competitive consum er benefit, do not present facts and evidences
which support 'heir claims. Illstead, 11IallY commercials present things, which do 1I0t have any
lhillg to do with the benefits of the advertised product or service. ThereJore, it was concluded
Ihal 1II0St ETJI commercials are 1101 effective ill getting a fa vorable perception Jrom the
public. Moreover, most ETV commercials have seriolls quality problems. Alld helice, to
ill1prove the quality and public acceptallce of ETV commercials, sticking to theJacts, relating
the advertised product to the personal needs oj consumers, involving lIew individuals, alld
illtroducing fresh ways of presentation, reducing the number, length and redundancy of
cOlllmercials transmitted at a lime alld conductillgflirther comprehensive research ill the area
were recommended.
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Etv Commercials in Light of Public Perception