INFLUENCE OF WOMEN IMAGE IN PRODUCTS AND SERVICES ADVERTISING CAMPAIGNS IN NIGERIA

Abstract

The study investigated influence of women image in products and services advertising campaign because today, there are varieties of images, or representations of females in newspaper, magazine, television, posters, billboard, and product label. The study used Hierarchy of Effects Model, Source Credibility Theory and Learning Theory respectively to give scholarly point of view to this research. The research used survey method while questionnaire was designed to collect data from the selected 120 respondents; out of which 100 copies were returned and analyzed using frequency and percentage tables. It was realized that women image plays a significant role in newspaper, magazine, product label and television advertisement as it entice people especially women and men. Also, people become influenced by the advertisement that involving women because people like to see women in advertisement. Similarly, despite the fact the faith of most people is against the use of seductive women in showcasing products yet they watch show advert. It is recommended that Seductive women image should be used with caution because some culture and religion negate it use or publicizing it particularly among the Muslim while the body that are saddled with the responsibility to control and see to what people advert such as APCON should be thorough in the discharge of their duties.