CALABAR METROPOLIS YOUTH’S PERCEPTION OF PHOTOGRAPHS IN FASHION ADVERTISING
Abstract
The study titled Perception of Photography in Fashion Advertising: a study of youth ia
calabar metropolis, explores the cognitive processes and biases that influence how
fashion advertisements are perceived by diverse audiences. with a focus on their
influence on consumer behavior, body image, and cultural identity. Uunlizing a
quantitative research approach, a questionnaire was administered to a sample of 130
respondents, yielding valuable insights into the phenomenon. The findings reveal that
photographs in fashion advertising significantly shape the self-expression. values, and
beliefs of young consumers, with a notable disconnect observed between the idealized
images portrayed and the reality of their lives. Building on existing literature. this study
contributes to a deeper understanding of the complex relationships between fashion
advertising, consumer behavior, and cultural identity. Ultimately, the study recommends
that fashion brands adopt more diverse and realistic representations of beauty in their
advertising campaigns to better resonate with youth consumers in Calabar Metropolis.
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