The use of persuasion in herbal medicine
advertising has received scholarly attention across disciplines such as health
communication, linguistic and cultural studies. However, scholarly inquiries
regarding how herbal medicine advertisement influence buying behaviors are
uncommon to local communities that may be influenced by economic and
demographic factors. This study focuses on the Cape Coast North Constituency in
Ghana, specifically the Amamoma, Apewosika, Akotokyir and Kwaprow communities,
where information centers serve as prominent platforms for advertising herbal
medicine. The research was evaluated in the light of Aristotle’s rhetoric
theory which posit three modes of persuasion: ethos, pathos, and logos. The
study employed a qualitative descriptive case study design, involving
open-ended interviews (five herbal medicine advertisers and five consumers of
herbal medicine) and content analysis of pre-recorded jingles to analyze the
persuasive strategies that herbal medicine advertisers in these areas employ to
lure consumers to make purchases. The study found that
the consumers’ perception about the appearances and the credibility of the
advertisers (e.g., physical appearance, religious titles and display of
certifications) partly influenced their purchase and consumption patterns.
Again, the study found that advertisers and producers herbal medicine
advertisers in the Amamoma, Apewosika, Akotokyir and Kwaprow communities relied
heavily on testimonial appeals, referrals to respected figures (such as chiefs
or lecturers), and repetition in their jingles to appeal to and persuade people
to buy their products without stating their dosages and possible side effects.
Consumers revealed that these strategies heavily influenced their decisions to
purchase herbal medicine, often without critical consideration of verification,
side effects or dosage. The study recommends that the Ghana Food and Drugs
Authority, the government of Ghana and other stakeholders in this field make
sure that all jingles are examined for safety, accuracy, and public protection,
and pass the necessary checks before they are made available to the public to
do their intended functions. Additionally, herbal medicine advertisers should
be trained on how to effectively use persuasion with evidence rather than
deception. Consumers of herbal medicine are also encouraged to verify the
sources and originality of herbal medicine before making purchases for
consumption.
