Comparative Analysis on the Persuasive Techniques in Church Advertising in Ghana

Abstract

Religion plays a pivotal role in Ghanaian society, with churches spanning different denominations and geographical locations utilizing advertising to attract and retain congregants. Despite the widespread use of advertising by churches in Ghana, empirical research is scarce on persuasive techniques employed in church advertising. This study, therefore, provides a comparative analysis of the persuasive techniques employed in church advertising in Ghana.  The research adopted a qualitative approach with church leaders and congregants as the focus. This methodology allowed for a comprehensive understanding of both the creation and reception of these persuasive messages. The study also considered the cultural context, exploring how local languages, symbols, and cultural references are integrated into church advertising. The findings reveal significant differences in the persuasive techniques used by urban versus rural churches, as well as variations among different denominations. Additionally, the research highlights the impact of modern digital advertising, contrasting it with traditional methods such as flyers and radio adverts. This analysis not only contributes to the academic literature on advertising and religious communication but also offers practical insights for church leaders and marketers seeking to enhance their outreach efforts. By understanding the effectiveness of various persuasive techniques, churches can better tailor their messages to resonate with their target audiences. In conclusion, this research provides a comprehensive examination of church advertising in Ghana, shedding light on the complex interplay between religion, culture, and marketing. The findings underscore the significance of context-specific strategies in effectively communicating religious messages and fostering community engagement.