AUDIENCE PERCEPTION OF FEMALE MODELS IN ADVERTISING MESSAGE (A STUDY OF “ALWAYS ULTRA” COMMERCIALS) IN ENUGU METROPOLIS)

Abstract

This research work is aimed at analyzing Audience perception of female models in advertising message (a study of always ultra commercials). The research method used was survey method and questionnaires being the instrument. The findings from the questionnaire shows that the audience, especially those in Enugu metropolis, now have positive perception of female models with the aid of the “Always ultra” commercials they watch on their TV sets, after the findings, the researcher recommended that advertising regulatory bodies should scrutinize adverts properly before they are shown on TV.

CHAPTER ONE

INTRODUCTION

1.1                  Background of the study

For any organization, advertising is one of the most important marketing activities, in modern economics; advertising occupies an important market position. The industry (advertising) has grown to become an important economic entity supporting lives of millions of people in the world. Advertising is not only an economic activity, but it articulates, different ideas, attitudes and values, which shape out social life and consumption patterns. Therefore, it can be said that advertising has become and form by virtue of signifying practices. Advertisements, articulates meaning to words and images although this depends on how we interpret them.

Advertising is such a strong influence in our society that it determines our needs, what we care about, how we raise our children, what our interests are and so on. Advertising plays a role involving a number of relationships, power and satisfaction; in this light, advertising has over the years used women as a tool/ implement to persuade consumers into buying a product and portray the woman beautiful and desirable. As noted by Puranik(2011)

“advertising is nothing, but a paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsors with a view to disseminate information concerning an idea, product or disseminated is called advertisement.

In present day marketing activities, hardly is there any business in the modern world which does not advertise. However, the form of advertisement differs from business to business....

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Item Type: Project Material  |  Attribute: 57 pages  |  Chapters: 1-5

Format: MS Word  |  Price: N3,000  |  Delivery: Within 30Mins.

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