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- No of Pages: 68

- No of Chapters: 5

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Introduction:

Introduction

INTRODUCTION:



It is rare these days to see adverts broadcast on television without women playing prominent and visible roles, such roles range from complementary, subjective, subordinate to major actors in most television adverts. These roles as may be ascribed by men, not only enhance the product advertised, but add colour, glamour and pleasant feelings to viewers whose interest, attention and patronage are very much sought after.



Thus, women could see oftentimes in the back grand performing seductive roles in Delta soap. The sole attraction and the major actors were the women shown at the pitch where the glamour was most manifest. Although, there were men there, but women was first of there sole attraction.



Women are, therefore, beginning to get involved in adverts not only as subordinates but also as major characters and most times found themselves in decision-making positions. The term advertising and advertisement can be defined in many different ways. One widely used definition appropriate for many years by no longer so was simply “salesmanship print”.



Perhaps a more precise definition of the subject would be: Advertising, the paid use of any channel of communication to identify, explains or urges the use of adoption of a product, service or idea. An identified sponsor could also define it as any paid form of non-personal presentation and promotion of ideas, goods and services.



Although, modern advertising is only about 100 years old, the use of advertising actually dates back at least to the 10th century BC. The use of picture in advertisements is necessary. Advertisements with names and symbols on them are always easy for both illiterates and literates to identify. With the developing of printing, advertising made its first appearance in a form more nearly related to its present one.



A small poster by William Claxton promoted the sale of a service book published in 1450. The first known newspaper advertisement also was a book notice, which appeared in a German News book in 1591.



It is of note that the common forms of advertising at that time were newspaper, street signs, posters, hand bills. The use was made of by United States government of advertisement during the civil war to sell bonds.



The radio made its incursion into the advertisement world and began to challenge, seriously, newspapers and others. Television became very controversial because it changed the role of radio, as it became the major source of in-home entertainments since the 1950’s.



The scientific nature of advertising perhaps has created a broad and wide room which impropriated the women folk, and exploitation of their intricate characters and quality. Women traditionally are seen in terms of their appearance, sexually and domestic relations.



Accordingly, feminist researchers like inch man et al and Busty, conclusively submit that women tend to be shown as submissive, passive and are portrayed largely in term of their sexuality or domestic city, while men tend to be shown as dominant, active and authoritative.



This perhaps explains to a great extent why the role-played by women carrier on were mere sub ordinate to men. As it has been the practice until perhaps to recent times, the males take major decisions, handle senior executive parts, think and map out strategies for execution plan on a complementary basis.



Nowadays, the impact of women in advertisements has generated a lot of controversy in many parts of the world. Some argue that women are used as followers in the advertisements. They see women as ornaments that are used to beautify the advertisement. They further went to say that women garnish the advertisements and make the adverts appealing to the eyes. To them the seductive nature of women helps a lot in creating interest in the product. Perhaps, this accounts for why must advert agencies see or feel the impact of women in advertisements as a powerful polarized force of feminine attraction over masculine, a phenomenon well cherished for quick awareness of advert and sale of product.