Open Forum


, Volume 27, Issue 4, pp 491-499

First online:

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

  • Michael BaffoeAffiliated withUniversity of Manitoba Email author 
  • , Lewis Asimeng-BoaheneAffiliated withPenn State University-Harrisburg

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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.


Communication Bill boards Sign boards African cultural values Moral values Gratitude/appreciation Outdoor advertising