, Volume 27, Issue 4, pp 491–499

Using bill boards as medium of communication, projection, and expression of African cultural values: the case of Ghanaian “sign boards”

Open Forum

DOI: 10.1007/s00146-011-0322-x

Cite this article as:
Baffoe, M. & Asimeng-Boahene, L. AI & Soc (2012) 27: 491. doi:10.1007/s00146-011-0322-x


The function of any sign is to communicate the information written on it. Bill boards are well-established media of communication used to convey a broad range of different kinds of messages. The purpose of this study was to provide a deeper understanding of how bill boards are used to project and express cultural values in Africa. Using content analysis, this study compiled and analyzed written signs (words) on selected storefronts, buses, cars, homes, and businesses in Ghana, West Africa. Relevant conclusions and implications of the findings were drawn from the analysis projecting and expressing African (Ghanaian) cultural heritage and values.


CommunicationBill boardsSign boardsAfrican cultural valuesMoral valuesGratitude/appreciationOutdoor advertising

Copyright information

© Springer-Verlag London Limited 2011

Authors and Affiliations

  1. 1.University of ManitobaWinnipegCanada
  2. 2.Penn State University-HarrisburgMiddletownUSA