Most radio commercials are dramatization and not adverts - Advertising Expert

An advertising expert, Christian Obeng Boadi has described some radio and television commercials being produced in the country as “sheer dramatization” which lacks professionalism and a clear message.

According to the former Advertising Association member, the productions of some of these commercials are “sub-standard, bereft of creativity and have very little impact on the audience.”

A development he blamed on the low number of ‘proper-cut’ advertising professionals in the industry.

“Most of the practitioners in the advertising industry are not professionally trained. If you listen to the radio, most of these adverts are produced by radio presenters and marketing executives which I’ll call dramatization and adverts because all that they seek is to make people laugh,” he said.

The objective of every advertisement he says was “to create a call to action, but if at the end of the day, the only thing you remember (as a consumer) is the only part that made you laugh, do you think the advertiser would have achieved its objective?” he asked rhetorically.

Mr. Boadi, who is also the Founder and CEO of the Accra International School of Advertising and Design (AiSAD) made these remarks at the closing ceremony of a 5-day training course held for advertising professionals from across the country.

The training programme dubbed Creative Capacity and Innovation Competence Development was organized by the Advertising Association Of Ghana (AAG) with support from the Skill Development Fund (SDF), and aimed at upgrading the skills competence of member-agencies.

The AAG-SDF initiative is expected to train about 100 advertising practitioners at the end of the programme next year.