INFLUENCE OF CULTURAL ELEMENTS IN ORIJIN BEER ADVERTISEMENT ON CONSUMERS IN PORT HARCOURT

Abstract

This paper discusses The Influence of Cultural Elements in Orijin Beer Advertisements. It specifically examines specific cultural elements in Orijin beer advertisements that appeals to Port Harcourt consumers. The survey design was adopted using the questionnaire as research instrument. The hierarchy of effects theory and the cognitive dissonance theory guided the relationship between the cultural elements found in Orijin and the patronage by consumers in Port Harcourt. The multi stage sampling technique was used. The findings revealed that over 90% of the respondents were familiar with the cultural elements and cold identify cultural elements in Orijin beer advertisements, such as herbs, roots and drums. It further revealed that Orijin beer is positioned for people over 40 years of age, as 60 % of the respondents affirmed that Orijin beer is medicinal and less alcoholic. It was therefore concluded that there has been a major influence of cultural elements in Orijin beer advertisement on Port Harcourt consumers in River State. From the findings, it was recommended that Advertising Agencies should create relationship between cultural elements in advertisements and the product being advertised.