The Rhetoric of Herbal Advertisements in Ghana: A Descriptive Case Study of Information Centers in Cape Coast North

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.