Public Service Advertising and Celebrity Endorsement in Ghana.

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Public Service Advertising and Celebrity Endorsement in Ghana.

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Public Service Advertising and Celebrity Endorsement in Ghana.

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Public Sector Marketing Communications Volume II

ISBN

978-3-031-17863-4

Počet stran výsledku

20

Strana od-do

21-41

Počet stran knihy

288

Název nakladatele

Palgrave Macmillan Ltd

Místo vydání

Londýn

Kód UT WoS kapitoly

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