THE IMPACT OF WOMEN IN ADVERTISMENTS (A CASE STUDY OF DELTA SOAP TELEVISION ADVERTISEMENT)
TABLE OF CONTENT
CHAPTER ONE
PURPOSE OF THE STUDY 1
IMPORTANT OF THE STUDY 8
RESEARCH PROBLEMS 10
ASSUMTIONS 12
LIMITATION OF THE STUDY 13
DISTIQUISHING FEATURES 14
LITERATURE REVIEW 16
THE REVIEW 17
SUMMARY OF LITERATURE 35
METHODOLOGY 36
RESEARCH DESIGN 37
RESEARCH SAMPLE 37
MEASURING INSTRUMENT 38
RESULTS 39
HYPOTHESIS TEST 41
FINDINGS 45
APPENDIX 59
THE QUESTIONNAIRE 60
CHAPTER ONE
PURPOSE OF THE STUDY
INTRODUCTION:
It is rare these days to see adverts broadcast on television without women playing prominent and visible roles, such roles range from complementary, subjective, subordinate to major actors in most television adverts. These roles as may be ascribed by men, not only enhance the product advertised, but add colour, glamour and pleasant feelings to viewers whose interest, attention and patronage are very much sought after.
Thus, women could see oftentimes in the back grand performing 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 was first of there sole attraction.
Women are, therefore, beginning to get involved in adverts not only as subordinates but also as major characters and most times 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 simply “salesmanship print”.
Perhaps a more precise definition of the subject would be: Advertising, the paid use of any channel of communication to identify, explains or urges the 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 years old, the use of advertising actually dates back at least to the 10th century BC. The use of picture in advertisements is necessary. Advertisements with names and symbols on them are always easy for both illiterates and literates to identify. With the developing of printing, advertising made its first appearance in a form more nearly related to its present one.
A small poster by William Claxton promoted the sale of a service book published in 1450. 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 newspaper, street signs, posters, hand bills. The use was made of by 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 others. Television became very controversial because it changed the role of radio, as it became the major source of in-home entertainments since the 1950’s.
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 et al and Busty, conclusively submit that women tend to be shown as submissive, passive and are portrayed largely in term of their sexuality or domestic city, while men tend to be shown as dominant, active and authoritative.
This perhaps explains to a great extent why the role-played by women ccariler on were mere sub ordinate to men. As it has been the practice until perhaps to recent times, the males take major decisions, handle senior executive parts, think and map out strategies for execution plan on a complementary basis.
Nowadays, the impact of women in advertisements has generated a lot of controversy in many parts of the world. Some argue that women are used as followers in the advertisements. They see women as ornaments that are used to beautify the advertisement. They further went to say that women garnish the advertisements and make the adverts appealing to the eyes. To them the seductive nature of women helps a lot in creating interest in the product. Perhaps, this accounts for why must advert agencies see or feel the impact of women in advertisements as a powerful polarized force of feminine attraction over masculine, a phenomenon well cherished for quick awareness of advert and sale of product.
The argument here reveals a situation of attraction and sustenance as a 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 that the females. Also product adverts like Delta soap, Joy soap etc call to mind what effects womanish roles on advertisements can play on the audience.
The impact of women in advertisements, and indeed other endeavors, are perceived differently, from community to community and according to position of women in the traditional society to which they belong.
In a country like Greece, women basically occupy themselves with domestic chores, and keeping the family religiously alive, while their male counterparts have the duly of providing things from the outside world that deep the family alive and going.
In Germany, women play tougher role: they go to hunt with their male flock, go to war most times with them, farm and prepare the food for the husband and the family. Women here are often times treated same as men, though both do not enjoy equal rights and privilege 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 movements became rampart and the roles of women in such places became more recognized and appreciated.
To African and Nigerian society, women should remain in their traditional position and remain in the background, unseen and unheard. The African society perceives exposure of women as a most unwelcome thing.
In certain parts of African traditional society, exposing of a female’s body is termed a taboo, just like the Muslim community forbid women from exposing themselves to certain practices which they term evil and ungodly.
Thus, it is not only in advertising by in other fields of endeavor where pronounced roles are seen at not for women. But in modern times, women are beginning to be exposed and can now engage in activities without much criticism.
Perhaps, advertisements are now so negligently perused that it has become necessary to gain eloquence and glamour or for some other reasons, sometimes sublime, and sometimes pathetic, that women play these controversial roles in virtually every advertisement broadcast.
This research venture is aimed at not only x-raying the impact of women in adverts but in everyday endeavor both in modern and ancient times, outlining reasons and explanations and aligning such roles and activities of women in various parts of the globe.
The fields survey research method, which was adopted for this research was deemed appropriate considering the nature of the topic. There was the need to interview men, women and other members of the society on matters relevant to study.
The observation about the impact of women in television advertisements have for long agitated the minds of people. Sequel to this, these researchers went all out, therefore, to investigate reasons for such impact, the perception of the society towards these roles, and equally tested the pulse of the viewers, x-raying their reaction, feelings and reasons for such reactions. This was done instead of merely depending on assumptions. David Edeani, in one of his lectures stated “There is not only the need to develop onions and facts in them should be cultivated rather than depending on assumptions.
Advertisers may also be wondering occasionally about the effect of the impact and roles they have on consumers of these products advertised. Do their presence really attract attention of prospective
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