Public Service Advertising and Celebrity Endorsement in Ghana.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F23%3A63562518" target="_blank" >RIV/70883521:28120/23:63562518 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Public Service Advertising and Celebrity Endorsement in Ghana.
Original language description
This chapter examines public service advertisement (PSA) and the role it plays in addressing social issues. It further reviews public goods and what constitutes public goods in Ghana. With the exposure to western celebrity endorsement, more celebrities in Ghana are now involved in creating social adverts. The chapter, therefore, discusses celebrity endorsements and the model responses by the public to PSA. It further captures how the country, Ghana, responded to the Covid-19 pandemic utilising PSA. This chapter contributes to the limited literature on public service advertisements and celebrity endorsement in Ghana. It offers suggestions for future research on the factors driving PSA in Ghana and their impact on the public. Furthermore, the chapter also has implications for government communication departments and agencies as it can guide PSA policies in the country.
Czech name
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Czech description
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Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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