ABSTRACT
This research was based on the based the topic: Gender issues in Advertisements, impact and application (a study of Joy soup). It went along way to provide clear understanding of the reasons for gender displays in advertisements, particularly the motives and outcome of the often use of the feminine gender as instruments of attraction in adverts as seen in Joy soap adverts. Advertisement is meant to gain consumer acceptance of goods through presenting the benefits of such goods and showing them what they want to see, hence the adoption of the uses and gratification theory of media in this research to explain the reasons for gender displays. Survey methods of research came into play to sample and evaluate the responses of one hundred respondents in Enugu metropolis with a well articulated questionnaire that gave answers to my research questions and brought about the following conclusions and recommendations: Advertisement is a gender issue because even though goods are advertised but men are used to gratify women and women to gratify women in order to gain the interest of both genders, So I recommend that gender displays should be encouraged but balance must be stroke, rather than negative objectification of the feminine gender in adverts as concluded through the hypotheses test results which has a greater number of respondents believing that these portrayals are seductive, making its impact morally negative. I also recommend Animations could be used as alternative to gender displays
TABLE OF CONTENTS
COVER PAGE I
TITLE PAGEII
APPROVAL PAGEIII
DEDICATIONIV
ABSTRACTV
ACKNOWLEDGEMENTVI
TABLE OF CONTENTSVII
CHAPTER ONE
INTRODUCTION
1.1. BACKGROUND OF STUDY1
1.2. STATEMENT OF RESEARCH PROBLEMS6
1.3. OBJECTIVES OF STUDY6
1.4. SIGNIFICANCE OF THE STUDY6
1.5. RESEARCH QUESTIONS7
1.6. RESEARCH HYPOTHESIS7
1.7. THEORETICAL FRAMEWORK8
1.8. SCOPE OF STUDY9
1.9. LIMITATION OF STUDY9
1.10. DEFINITION OF TERMS10
CHAPTER TWO
LITERATURE REVIEW
2.1. SOURCE OF LITERATURE13
2.2. REVIEW OF RELEVANT LITERATURES 13
2.3. SUMMARY OF LITERATURE
CHAPTER THREE
METHODOLOGY
3.1. RESEARCH METHOD22
3.2. RESEARCH DESIGN22
3.3. RESEARCH SAMPLE23
3.4. METHOD OF DATA COLLECTION24
3.5. METHOD OF DATA ANALYSIS25
CHAPTER FOUR
DATA ANALYSIS AND RESULT
4.1. DATA PRESENTATION AND ANALYSIS26
4.2. DISCUSSION OF RESULT/FINDINGS38
CHAPTER FIVE
5.1. SUMMARY AND CONCLUSION40
5.2. RECOMMENDATIONS41
REFERENCES44
THE QUESTIONNAIRE