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Audience Perception Of Female Models In Advertising Message (a Study Of “always Ultraâ€commercials) In Enugu Metropolis
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Wikipedia (2011) gave a comprehensive definition of advertising thus:
Advertising
is the process of persuading potential customers to buy products or
promote its services. It is also the branch of marketing that deals with
communicating to customers about products, brands, and services.
Advertising is a type of communication used to persuade an audience
(viewers, readers, or listeners) to take some action with respect to
products, ideas or services. Most commonly, the desired result is to
drive consumer behavior with respect to a commercial offering, although
political and ideological advertising is also common. Advertising
messages are usually paid for by sponsors and viewed via various
traditional media, including mass media such as newspapers, magazines,
television commercials, radio advertisements, outdoor advertising or
direct mail or new media such as website and text
Therefore, the
real message, aim/objectives of advertising is effective communication
and understanding between producers and consumers.
1.2 Brief history “Always ultra†product/commercials
“Alwaysâ€
began in test market in Minneapolis, Minnesota in January 1983. At that
time (3) pad types were introduced: maxi pads, minipads, and
pantiliners. The ongoing market share objective was 25%; by
October/November “always†had a 21.5% share; year (1) was 18.9%.The
target audience were women between the ages 12-49. Test market result
indicated “always†could achieve a 22.5% going share nationally.
Competition at the time was intense. Johnson and Johnson was the market
leader. Competitive response includes new product line extensions,
products improvement, and heavy competitive promotional spending.
“Always†also spent very heavily at the time. Consumer awareness of the
product was low; consumers who tried “Always†like it, except for the
pad.
By 1984, “Always†was in national distribution at that time
there were (4) four pad types: maxi pads. Minipads, thin minipads and
pantiliners. National expansion results were mixed: market share was
14.8% vs. the 16% objective key issues included in-market distribution
and out of stock problems to meet the original 22.5% objective.
Additionally, awareness among pad-using women was 82% compared to test
market at 89%. Television advertising started 7-2-84 and samples were
mailed including a coupon. In 1986, “Always†plus was introduced into
the US representing the first line of feminine hygiene pads with panty
protectors on the side where leakage is most likely to occur. In
1991,â€Always†ultra was introduced into the US market. The ultra pad
incorporates a novel super sober technology for feminine hygiene
protection. In Europe, the general expansion of the full “Alwaysâ€
product line, including “Always ultra†and pantiliners also began.
1.3 Statement of the problem
It is important to know that advertisings increasing sophistication and sophistry are clearly evident
In
today’s world, sophistication is manifested in attention grabbing
advertisements copies, which virtually compel recipients to pay
undivided attention. The primary stereotypes, is the portrayal of female
models as sex objects. Women are often presented in limited roles
because of the perception that they are not dependent and do not fit
into the business votes or authority settings, they are portrayed to be
more feminine. Men or male models are usually placed above the female
models, because they (male models/men) are seen as calm and perfect for
such roles. Therefore
the study is after the perception that is how
the audience views female models or their thoughts of them in passing
advertising messages.
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ABSRACT - [ Total Page(s): 1 ]This research work is aimed at analyzing Audience perception of female models in advertising message (a study of always ultra commercials). The research method used was survey method and questionnaires being the instrument. The findings from the questionnaire shows that the audience, especially those in Enugu metropolis, now have positive perception of female models with the aid of the “Always ultra†commercials they watch on their TV sets, after the findings, the researcher recommen ... Continue reading---
