Chapter One
Introduction
1.1 Background to the Study
In our society today, it is an obvious fact that advertising increasingly dominating every media outlet as a means of creating awareness to the public about a particular product or service. There are different means in which advertising is carried out today, some of which includes radio, television, magazines and billboards. According to Bovee, advertising can be referred to as the general communication of information that is paid for to the public. This information is most of the time persuasive to customers/clients in encouraging them in patronizing a particular product or service and these can be carried out through different means of media outlets. According to an online dictionary, advertising can also be referred to as drawing people’s attention to a particular product or service through the use of a sponsored announcements media outlets like radio, television, magazines, newspapers and billboards. In our society today, it is very difficult to see advertisements broadcast on media outlets without having women playing visible and prominent roles, these roles range from subjective, subordinate and complementary to the major acts in television advertisements.
Despite the fact that these roles may be imputed by men, it does not only augment the product/service advertisement but also make the products look exceptional, glamorous and pleasant to attract the attention of the populace, most importantly the ones patronizing that particular product or service. Modern day advertisement is around 100 years of age and based on verifiable facts, the utilization of publicizing truly goes back to in any event the tenth century BC. Also, the use of images in advertising is of major importance as advertisements that has indications of symbols and names are always much easier for both the illiterates and educated viewers to identify
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