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Audience Perception of the Role Women in Advertisements

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– Audience Perception of the Role Women in Advertisements –

Download Audience Perception of the Role Women in Advertisements. Mass Communication students who are writing their projects can get this material to aid their research work.

Abstract

The manner of the portrayal of women in advertisement and the media in general has been a key issue of social discourse. This research investigates audiences perception of the role of women in advertisement; A study of Delta soap TV advertisement.

This study  was designed as a survey and the population was made up residents of Awka North and South Local Government Area. A sample of 400 was selected from the study population via cluster techniques, questionnaire served as the data collection tool.

Analysis revealed that the audience are of the view that women are prominently Featured in advertisements and that their role in advertising is found largely on sex appeal and objectification.

However, the audience believe that use of women in advertisement including Delta  soap would potentially influence consumer behaviour. The study concluded that the  image of women in advertising remains detrimental to their quest for social equality and self-expression in the society.

Introduction

It has been argued overtime, that advertisements fulfil two basic purposes, which are to inform and to influence. Advertisements are made by using different appeals to create brand image, for selling products and services that are difficult to differentiate on functional attributes(Pede and Lisa2010) .

The depiction of female roles in television advertising has raised a number of provocative researches. Research in this area has been fostered by the observations of female role portrayals relative to social norms.

While the content of female roles in television advertising is well understood, the factors which influence viewers’ perceptions of these roles have received less research attention. Central to this issue is the determination of which factors explain the role of women in advertisement

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