THE IMPACT OF PORTRAYALS OF THE IMAGE OF WOMEN ON THE TELEVISION ADVERTS OF ALCOHOL & TOBACCO: (A CASE STUDY OF GUINNESS STOUT & BENSON & HEDGES CIGARETTE

ABSTRACT It is rare these days to see advertisement broadcast on television without women playing prominent ant visible roles.  Such roles range from complementary, subjective, subordinate to major actors in most television advertisements.  Women’s role in Television advertisements have hitherto generated series of controversial arguments both in favour and against, especially in the advertisement of tobacco and alcohol products. Thoughts are also rife regarding various environmental and societal influences limiting the roles women play in these advertisements.  In the minds of the publics, the image of women who participate in such advertisements are at stake. Based on this and other manifold allegations and realizing the implications of those to the status of women and society at large, it became imperative to carry out a study to either prove or disprove these allegations. The introductory chapters of this work dealt on advertising, what it is all about, the role of advertising as understood by the public, why most advertising agencies use women in advertisements and the roles of women in advertisements. The literature review did not stop only at x-raying generally the roles of women in advertisements and the image their portrayals creates in the minds of viewers but went further to reveal societal reaction, beliefs and influences, promoting or limiting such roles. Four hypotheses were generated for the study.  using the social scientific survey method of research ad analysis on two case studies, information collected were tabulated in percentage, and frequencies in relation to the variables of interest. The results were also analyzed based on the chi-square method of statistical data analysis to find out the level of support each hypothesis generated for the study gained. It was discovered after data analysis that the presence of women helps in the acceptance of the advertisements in which they appear.  It was also observed that the presence of women in tobacco and alcohol advertisements negatively affects their image.
TABLE OF CONTENTS
TITLE PAGE APPROVAL PAGE DEDICATION ACKNOWLEDGEMENT ABSTRACT TABLE OF CONTENTS
CHAPTER ONE INTRODUCTION 1.1BACKGROUND OF THE STUDY 1.2STATEMENT OF THE RESEARCH PROBLEM 1.3OBJECTIVES OF THE STUDY 1.4SIGNIFICANCE OF THE STUDY 1.5RESEARCH QUESTIONS 1.6RESEARCH HYPOTHESIS 1.7DEFINITION OF TERMS 1.8LIMITATIONS OF THE STUDY REFERENCES.
CHAPTER TWO LITERATURE REVIEW 2.1SOURCES OF LITERATURE 2.2THE REVIEW 2.3SUMMARY OF LITERATURE REVIEW REFERENCES
CHAPTER THREE RESEARCH METHODOLOGY 3.1RESEARCH METHOD 3.2RESEARCH DESIGN 3.3RESEARCH SAMPLE 3.4METHOD OF DATA COLLECTION 3.5METHOD OF DATA ANALYSIS REFERENCES
CHAPTER FOUR DATA ANALYSIS AND RESULTS 4.1DATA ANALYSIS 4.2ANALYSIS OF RESEARCH QUESTIONS 4.3ANALYSIS OF HYPOTHESIS
CHAPTER FIVE SUMMARY AND RECOMMENDATIONS 5.1SUMMARY 5.2CONCLUSION 5.3RECOMMENDATION BIBLIOGRAPHY QUESTIONNAIRE