Advertising in Senegal: proposal for a perceptual model

While more and more campaigns rely on emotion to attract attention and stimulate emotional attachment, in Senegal, advertisers rely on testimonial advertising that involves opinion leaders. These ads usually have a humorous tone with a background of musical entertainment to create this emotion. But this is not always fruitful; indeed, it is necessary for advertisers to find the right mix of presence so as not to create a parasite around the message and not relegate the product to the background. This study helps to understand how consumers perceive advertising, especially when it is associated with musical entertainment, comedy and opinion leaders. It allowed us to find out whether these various associations do not deprive advertising of its full meaning. Moreover, this research is completely interesting given the economic environment in which we find ourselves. With globalisation, the opening of markets, the influx of foreign products on the local market, it is interesting to know how consumers behave in front of advertising and the influence of culture.