ABSTRACT
The
research examined how women are portrayed in advertising campaign especially in
this century. Images or representations of females in newspaper, magazine,
television, posters, billboard and product label are often. 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 112 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 entices 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.
