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- W4384834686 abstract "In 2017, TTCL, one of the leading providers of telecommunication services in Tanzania, launched an unusual advertising campaign. Its content was culturally and linguistically localised targeting large ethnic groups of Tanzania (the Wasukuma, Wagogo, Wanyakyusa, Waluguru people). Billboards were placed in major cities where these ethnic groups are found. The billboards showed traditional and modern-day activities typical for the regions, accompanied by greetings in the respective indigenous languages. In this way, TTCL planned to create an awareness of their services, to acquire new customers, and to link the use of their services and patriotic feelings. This study analyses the ways 48 Wagogo persons decoded the information from the billboards found across the capital city, Dodoma, and interpreted the intended message. It measures the effectiveness of the advertisement and estimates the effects that the use of Cigogo had on native speakers. The methods used are a questionnaire and a semi-structured interview with subsequent statistical analyses of the data (1-sample proportion test with continuity correction and Pearson’s chi-squared test)." @default.
- W4384834686 created "2023-07-21" @default.
- W4384834686 creator A5016060754 @default.
- W4384834686 date "2023-05-10" @default.
- W4384834686 modified "2023-09-29" @default.
- W4384834686 title "Using Indigenous Language in Telecom Advertisements: Communicative Effects of Cigogo in TTCL 4G Launch Campaign in Tanzania" @default.
- W4384834686 doi "https://doi.org/10.37892/2686-8946-2023-4-1-86-102" @default.
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