South America
Performed By;Siah-Armah Edmund
Supervised By;Professor Mag. Dr. Alexander Schwarz-MuschDr. in
Eithne Knappitsch1Master Thesis DefenseADVERTISEMENT IN THE
ECONOMIC COMMUNITY OF WEST AFRICAN STATES (ECOWAS)
LEARNING FROM THE TELECOMUNICATIONS INDUSTRY
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Agenda
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Conflicts
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333 Million + InhabitantsDifferent Colonizers4 International
LanguagesNational borders are not representative of national
culturesOver 7.50 million Intra-regional Migration1000 + Native
Languages
Mixture of Languages and Culture
Imported Culture15 CountriesLocal Culture
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Identify required ad components
Identify communication process
Propose a generalized advertisement guideline for making
adsPurpose of Research
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TO WHICH EXTENT CAN ADVERTISEMENTS BE ADAPTED IN THE ECOWAS
REGION?
How diverse is the ECOWAS region in terms of culture? Which
factors affect adaptation and standardization of ads?
What elements of an ad should be adapted or standardized?
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National Communications Authority or Autorite De Regulation Des
Telecommunications of the respective member states Overview of the
Telecommunications Industry in ECOWAS
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Inductive content analysis (qualitative and quantitative)
Linguistic analysis (Narratology)Semiotic analysis were applied
Linguistic Inquiry and Word Count (LIWC) softwareThe services of
two human coders were also solicited as the human contribution to
content analysis necessary.
To examine critically the logic, composition and protocols of
the sampled ads.
Krippendorff, 2004, p. xvii; Neuendorf, 2002, p.
40.Structure
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Reproduced from Elo & Kynga, 2008, p.110. Inductive Content
Analysis
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Preparation Phase Research topicObjectivesScopeChoice of
approach (Inductive)SamplingDrawing up of coding guideline
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Organizing PhaseThe samples were then broken down into coding
unitsCategorization according to coding rule
Reporting Phase results were presentedResults were discussed,
mapped, conceptualized and compared with literature
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Analysis to dissociate events of a narrative (story and
disclosure) Code samplesExamine samples 14
Linguistic Analysis (Narratology) / Cognitive Narratology
Semiotics / Science of Significance
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Sampling Procedure
MTN& GLO
Industry: 57.53 per cent direct mobile penetrationCountry:
i)AMETW 2012 rankings Ghana and Nigeria ranked highest from the
ECOWAS; ii)represents more than 2/3 of the population;
iii)divergence in stability; iv)most culturally diverse countries;
v)main drivers of the ECOWAS; vi) Intake of refugees15
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Coding Units and Guidelines
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Reliability and ValidityReliability test Two coders from Ghana
and Nigeria were trained4 coder checks were performed (once before,
once after and twice during the coding process)Sampled ads were
acquired from national TV stations on a CD-ROM
Validity testWas valid if at least two out of the three coders
(author inclusive) agreed on a coding variableWas invalid if vice
versaSampled ads were run through the LIWC analysis tool twice with
a 5 month interval
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LIWC Analysis
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Mirrored Relationships (Basic Needs-Culture-Ad Appeals) Source:
adapted from: cf. Maslow, 1943, pp. 370-396; Hofstede, G. &
Hofstede et al., 2010, pp. 6-7; cf. Wells et al., 1992, p249.
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Power distance Index (PDI)
Individualism versus Collectivism (IDV) Masculinity versus
Femininity (MAS) Uncertainty avoidance index (UAI)
Pragmatic versus Normative (PRA)
Indulgence versus Restraint (IND)
Confirmed by the theories of culture
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How diverse is the ECOWAS region in terms of culture?
1000+ Native Languages200+ Ethnic Groups 15 Countries300
Million+ Inhabitants CULTURALLY EXTREMELY DIVERSEDifferent
Inherited CulturesVarious Learned Cultures
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Which factors affect adaptation and standardization of ads?
CultureCultural dimensionsVisible and invisible aspectsVerbal
and non-verbal aspectHigh and low context
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MAIN CATEGORY VIDEO ELEMENTS OF TV SPOT TEXT / DRAWN ELEMENTS OF
TV SPOT AUDIO ELEMENTS OF TV SPOTOTHER ELEMENTSGENERIC
CATEGORYCENTRAL IMAGECULTURAL ELEMENTSKEYWORDS /
PHRASESSOUNDSFEATURESTECHNICALSUB-CATEGORYCOMPANYPRODUCT /
SERVICECASTAGE / GENDER OF MAIN CHARACTER (S)SETTING (ACTIVITY /
PLACE)NATIONAL SYMPBOLS / COLORSLANGUAGE(S)ACTIONS SLOGAN /
CAPTIONHIGHEST COUNT WORDSNOTABLE PHRASESHIGHLIGHTED / STRESSED
WORDSMUSICVOICESSPOKEN SLOGANSOTHERSTARGET AUDIENCEAPPEALS
LENGTHNUMBER OF SCENESMTN & GLO PARAMETERSAdaptedStandardized
xxxxxxxxxxxxxxxxPARAMETERS DEDUCEDAdapted0000000Standardized
xx0x00000x0SUMMED PARAMETERS Adapted221201Standardized
210010SUB-CATEGORYBALANCEDADAPTEDADAPTEDADAPTEDSTANDADIZEDADAPTEDGENERIC
CATEGORYADAPTEDADAPTEDADAPTEDBALANCEDMAIN
CATEGORYADAPTEDADAPTEDADAPTEDBALANCED
What elements of an ad should be adapted or standardized?
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age or target grouping
culture considerations
advertisement theme and appeal
language and linguistic characteristics
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StandardizationAdaptationINVISIBLE
65+ years55 64 years8 14 years15 24 yearsCULTURE65+yrs.0 yrs.Age
Range Of Celebrities Used In Ads AGE / TARGET43LANGUAGE25 54
yearsAD THEME AND APPEAL
Most Popular / Government Sponsored VernacularVernacular,
English English, Vernacular, PidginEnglishEnglish,
PidginRationalEmotionalVISIBLE
15304565
STORYTELLING / MUSICMoral-History and Politics; Socio-Culture;
Socio-Economy
Averaged LIWC Results of all MTN and GLO Ads LIWC DimensionYour
DataPersonal TextsFormal TextsSelf-references (I, me,
my)7.32511.44.2Social words15.7959.58Positive
emotions4.5452.72.6Negative emotions02.61.6Overall cognitive
words2.71257.85.4Articles (a, an, the)3.582557.2Big words (> 6
letters)16.38513.119.6Word Count112.75
Proposed GuidelineAveraged LIWC Results of all MTN and GLO Ads
LIWC DimensionYour DataPersonal TextsFormal TextsSelf-references
(I, me, my)7.32511.44.2Social words15.7959.58Positive
emotions4.5452.72.6Negative emotions02.61.6Overall cognitive
words2.71257.85.4Articles (a, an, the)3.582557.2Big words (> 6
letters)16.38513.119.6Word Count112.75
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Know the internal and external characteristics of the firm
Striking the right balance between adaptation and
standardization
The balance is dependent on the target/age group
Advertisements should generally be highly adapted
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Only one industry and two member states were analyzed
The research was limited to promotion of the marketing mix in
the entire marketing process schematic
Just TV ads were analyzed
Content analysis is open to the interpretation of the
researcher
An online (trial) version of the LIWC software was used
(technical complexities could not be analyzed)
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More samples spread across different industries and member
states
Broadcast, print and interactive ads should be analyzed
A full version of the LIWC software or any other similar should
be purchased and used.
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31Master Thesis Defense
The EndFor details and references, refer to the corresponding
chapters of the thesis.
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