Influence of Advertising on the Patronage, the Consumption of Aphrodisiacs and Health Implications in the Tamale Metropolis, Ghana

This study examined the patronage and the consumption of both locally and imported aphrodisiac products that are televised, transitorised and outdoor advertising.This article was anchored on the marketing, seduction and also the information processing theories.Fifty-five respondents were randomly interviewed.Qualitative data was used to generate explanations building through thematic analysis.Radio, television and outdoor advertisements were significant sources of information on aphrodisiac products in the Tamale Metropolis.Majority of consumers (93%) explained that they obtained knowledge and information from these media outlets with regard to the patronage and the consumption of aphrodisiac products to remedy and to boost their failing libido.It can therefore, be inferred that radio, television and outdoor advertisements in the area of marketing communication significantly influence the consumption of these products regardless of marital status.It revealed the psyco-social factors that induce married and unmarried people to consume these products; Sperm abnormalities, insufficient sperm motility, sexual dysfunction, erectile dysfunction, infertility to achieve pregnancy.However, there are health related issues with the consumption of these products: cardio-vascular, stroke and in some cases death.This study recommends that legislation ought to be enforced by the government to regulate the advertisement and the indiscriminate sale of aphrodisiac products on the airwaves most especially fake products and there should be surveillance on unlicensed/unregistered aphrodisiac barons and the teenage peddlers whose instinct is money making in the name of trade liberalization.