AUDIENCE PERCEPTION OF THE PORTRAYAL OF WOMEN IN COMMERCIAL ADVERTISEMENT: A STUDY OF NEW LUX SOFT CARESS SOAP
Abstract
The study examines how women are portrayed in the New Lux Soft Caress Soap advertisement in Ibadan North Local Government Area and how the audience interprets these portrayals. The study used a descriptive survey design, collecting data through questionnaires. Out of 400 distributed questionnaires, 400 were successfully retrieved. The study found that the advertisement portrays women in a way that emphasizes beauty, elegance, and softness, but some respondents expressed concerns about stereotypical images of femininity. The study concludes that commercial advertisements play a significant role in shaping audience perception of women and recommends that advertisers adopt more diverse and realistic representations of women
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.