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ABSTRACT

Most especially this days, it is hard to see adverts both an television, radio, newspaper  or magazine without woman playing the major role.

Adverting as a means of creating awareness of a product has been in existence even in the old times. We have the town criers and others. But the modern means of adverting started in the united states in the nineteen. Century

This woman plays Importance , persuading and adverting customer . In various product like. Cream , elixirs, food , close up and many mores , Images of beautifully woman always appears an them for adverting. Purpose.

This is to attract attention and lure consumer in the purchasing of goods, services and ideas.

 

CHAPTER ONE

INTRODUCTION

1.1.     BACKGROUND OF THE STUDY:

It is rare these days to see adverts broadcast these days without women playing prominent and visible role which can be arrange from complementing subjective, subordinate to major actors in most television adverts. This role may be ascribed by men who may not only enhance the product being advertised but add colour, glamour and pleasant feeling to viewers whose interest attention and patronage are very much sought after.

Thus, woman could be seen often times in the background perform ing seductive roles in Delta Soap. The sole attraction and the major actors were the women shown at the pitch where the glamour was most manifest. Although, there were men there, but women were the first attractions.

Women are therefore beginning to get involved in adverts not only as subordinates but also as major characters and most time found themselves in decision making positions. The term advertising and advertisement can be defined in many different ways. One widely used definition appropriate for many years by no longer so was simple” salesmanship print”

Perhaps a more precise definition of the subject would be advertising the paid use of adoption of a product, service or idea. An identified sponsor could also define it as any paid form of non-personal presentation and promotion of ideas, goods and services. Although modern advertising is only about 100 year old and the use of advertising actually dates back to at least to the 10th century BC.

The use of picture in advertisement is necessary. Advertisement with names and symbols on them are always easy for both illiterates and literates to identify with the development of printing, advertising made it first appearance in one.

A small poster SY William Ciaxton 1450 promoted the sale of his service book published. The first known newspaper advertisement also was a book notice which appeared in a German news book in 1591. It is of note that the common forms of advertising at that time were newspapers street science, posters handbills. The use was made of SY United States Government of advertisement during the civil war to sell bonds. The radio made its incursion into the advertisement world and began to challenge seriously newspapers and other television became very controversial because it change the role of radio as it became the major source of in house advertisement since 1950s, The scientific nature of advertising perhaps has created a broad and wide room which impropriated the women folk and exploitation of their intricate characters and quality. Women traditionally are seen in terms of their appearance, sexually and domestic relations.

Accordingly, feminist researchers like inch man and busty conclusively submit that women are portrayed largely in terms of their sexuality and domesticity, while men tend to be shown as more dominant active and authoritative.

This perhaps explains to great extent why the role played by women earlier were mere subordinate to men. As it has been the practice until perhaps to recent times the males take major decisions, handles senior executive parts think and map out strategies for execution plans on a complementary basis.

Nowadays, the impact of women in advertisement has generated a lot of controversies in many part of the world.

Some argue that women are used to beautify the advertisement. They further went to say that women garnish the advertisement and make the advert appealing to the eye. To them, the seductive nature of women helps a lot in creating interest in the product. Perhaps this account for why mass advert agencies see or feel the impact of women in advertisement as a powerful polarized force of feminine attraction over masculine, a phenomenon well cherished for quick awareness of advert and sales of product. The argument here reveals a situation attraction and major factor in any advertisement.

These agencies use renowned women since men and even women alike admire television advertised. There are advanced examples as that of monarch beer and cannon beer which use women widely despite the fact that men actually consume the A small poster SY William Claxton 1450 promoted the sale of his service book published. The first known newspaper advertisement also was a book notice which appeared in a German news book in 1591. It is of note that the common forms of advertising at that time were newspapers street science, posters handbills. The use was made of SY United States Government of advertisement during the civil war to sell bonds. The radio made its incursion into the advertisement world and began to challenge seriously newspapers and other television became very controversial because it change the role of radio as it became the major source of in house advertisement since 1950s. The scientific nature of advertising perhaps has created a broad and wide room which impropriated the women folk and exploitation of therr intricate characters and quality. Women traditionally are seen in terms of their appearance, sexually and domestic relations.

Accordingly, feminist researchers like inch man and busty conclusively submit that women are portrayed largely in terms of their sexuality and domesticity, while men tend to be shown as more dominant active and authoritative.

This perhaps explains to great extent why the role played by women earlier were mere subordinate to men. As ft has been the practice until perhaps to recent times the males take major decisions, handles senior executive parts think and map out strategies for execution plans on a complementary basis.

Nowadays, the impact of women in advertisement has generated a lot of controversies in many part of the world.

Some argue that women are used to beautify the advertisement. They further went to say that women garnish the advertisement and make the advert appealing to the eye. To them, the seductive nature of women helps a lot in creating interest in the product. Perhaps this account for why mass advert agencies see or feel the impact of women in advertisement as a powerful polarized force of feminine attraction over masculine, a phenomenon well cherished for quick awareness of advert and sales of product. The argument here reveals a situation attraction and major factor in any advertisement.

These agencies use renowned women since men and even women alike admire television advertised. There are advanced examples as that of monarch beer and cannon beer which use women widely despite the fact that men actually consume the product more than the women. Also product adverts like Delta Soap, Joy soap etc. these call to the mind of audience the role women played in advertising.

The impact of women in advertisement and indeed other endeavors are perceived differently from community to community and according to position of women in the traditional society in which they belong.

In a country like Greece, women basically occupy themselves witfi domestic chores and keeping the family religiously alive while their male counterparts have the duty of providing things from the outside world that keeps the family alive and going.

!n Germany, women play together, they go to hunt with their male flock, go to war most times with them, farm and prepare food for the husband and the family. Women here are often times treated same as men though both do not enjoy equal rights and privileged especially in inheritance.

The American situation may perhaps be a little different; women were initially subjected to ascribed roles. This gradually began to wane as women liberation movement became rampant and the roles of women in such places became more recognized and appreciated.

To African and Nigerian society, women should remain in their tradition and remain in their background unseen and unheard. The African society receives exposure of women as most unwelcome things.

In certain parts of African tradition society, exposing of a female body termed a taboo just like the Muslims.

Community forbids women from exposing themselves to certain practices which they term evil and ungodly.

Thus it is not only the advertising by in other fields of endeavour where pronounced roles are unseen at not for women. But in modern times women are beginning to be exposed and can now engage In activities without much criticism.

Perhaps advertisement are now so negligently perused that it has glamour or for some other reasons. Sometimes pathetic, that woman plays these controversial roles in virtually every advertisement broadcast.

This study venture is aimed at not only X-traying impact of women but in everyday endeavour both on modern and ancient times, outlining reasons and explanations and aligning such roles and activities of women in various part of the globe.

 

1.2      SIGNIFICANCE OF THE STUDY

It is envisaged that the result of this study will help to know the impact of women in advertising that have long agitated the minds of people.

  1. To investigate reasons for such Impact.
  2. To know the perception of the society towards these roles for such impact.
  3. Equality tested the pulse of the viewers.
  4. X-traying the reaction and feelings and reasons towards such reactions.

These were done instead on merely depending on assumptions.

Advertisers may also be wandering occasionally about the effect of the impact and roles they have on the consumers on the products advertised. Does their presence really attract the attention of prospective buyers? If they do how has it been affecting their sales on the other hand, owners of products being advertised may at times wander actually the reasons why the advertisers use women in advertising products which at times are not even consumed by women.

According to Barbara Line, an American theorist on the role of women in one of her lectures section at the University of California pointed out that the fact being used to their diriment. She observed that rate at which fashion and model houses engage the service of women and their performance with little or no benefit to the women. Yet many women were expected by their employers to perform to extreme ability irrespective of how the public feels about such roles.

 

13      OBJECTIVES OF THE STUDY

The purpose of this study was to measure the correlation and impact of deceptive beauty advertising (ad) with the buying behavior of the consumer towards a product. Developed instrument contains in a question with points which scale was used and the response rate was 94.66% two variables the variables was computed.

  1. Buying behavior of consumer towards a product was dependent variable.
  2. Deceptive beauty ads independent variable.

This means that the use of women or beauty on the buying behavior of consumer towards beauty products which means that the use of beauty products increases with the increase deception in beauty products.

 

1.4      SCOPE OF THE STUDY.

The study will often emphasize sexuality and the importance of physical attractiveness in the attempt to sell products to the consumers. The stand of women in advertising is:

  1. To make a connection with the viewer. It is very common to see women in advertisement staring at the audience.
  2. A woman in advertising is fault free, yet in real life fault free does not exist.
  3. A woman has a striking beauty that will appeal to men as well as women. The advertisement wilt allow the main perspective to look and possibly want.
  4. Women are important tectonic in the marketing and advertising world because it depicts women as dependent.

 

1.5      LIMITATIONS OF THE STUDY

The impact of women in advertisement is an area that has been sufficiently explored by researchers.

Although a lot of topic areas close to it has been walked on, very little information could be gotten which bears directly on the impact of women in advertisement.

This, however, pose a lot of problem since there were very limited sources of empirical and theoretical literature which bears directly on the topic.

Secondly, the fact that this project has a specific period of time within which it was suppose to be ready, time therefore became one big constraint to the researcher. The researcher has not been able to lay hands on other materials which are relevant to the study within the short time they have to undertake the project. This problem was also worsened by the…

 

1.6.      DEFINITION OF TERMS

ADVERTISING CONCEPTUALLY: means a salesmanship In print.

PRODUCT CONCEPTUALLY: – means goods and service been advertised in any media.

TELEVISION CONCEPTUALLY;- means a media use to create awareness about a particular product.

ADVERTISING: Advertising operationally means a non-personal communication of information usually paid for and usually persuasive in nature about a product service or ideas by identified sponsors through various media.

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