The manner of the portrayal of women in advertisement and the media in general has been a key issue of social discourse. This research investigates audiences perception of the role of women in advertisement; A study of Delta soap TV advertisement. This study  was designed as a survey and the  population was made up residents of Awka North and South Local Government Area. A sample of 400 was selected from the study population via cluster techniques, questionnaire served as the data collection tool. Analysis revealed that the audience are of the view that women are prominently Featured in advertisements and that their role in advertising is found largely on sex appeal and objectification. However, the audience believe that use of women in advertisement including Delta  soap would potentially influence consumer behaviour. The study concluded that the  image of women in advertising remains detrimental to their quest for social equality and self-expression in the society.






It has been argued overtime, that advertisements fulfil two basic purposes, which are to inform and to influence. Advertisements are made by using different appeals to create brand image, for selling products and services that are difficult to differentiate on functional attributes(Pede and Lisa2010) . The depiction of female roles in television advertising has raised a number of provocative researches. Research in this area has been fostered by the observations of female role portrayals relative to social norms. While the content of female roles in television advertising is well understood, the factors which influence viewers’ perceptions of these roles have received less research attention. Central to this issue is the determination of which factors explain the role of women in advertisement.

1.1 Background Of TheStudy

Modern advertising is only about 100 years old and the use of advertising actually dates back at least to the 10th century BC(Minh,1991) Advertising began in the colonial times and could be traced to have started in 1928 with the birth of West African Publicity Limited. Derived from UAC ,it was established to cater for the needs of the


colonial masters in Nigeria and West Africa. This company later became an advertising agency in 1929 named Lintas with two other subsidiaries namely Afromedia, the outdoor medium and PearljDean, the cinema arm. In the 1950’s new advertising agencies emerged. The medium of advertising was in its infancy in those days Federal Government owned National Broadcasting Corporation (NBC) were the only television stations that operated in the four regions of East, West, North and later Midwest(AduragbemiJay,2010). With the increase in number of practitioners and agencies, a regulatory body had to be formed to standardize their practices. A meeting of the agencies held at Ebute Metta, Lagos in 1971 was to metamorphose into Association ofAdvertising Practitioners of Nigeria (AAPN) with the objective ofprotecting practitioners against unfavourable business. The associationwas later renamed Association of Advertising Agencies of Nigeria. Theneed to establish an institution to regulate advertising practice becameapparent. This gave rise to the establishment of AdvertisingParishioners Council of Nigeria (APCON) by Decree 55 of 1988, laterrenamed Act 55 of 1988 by the civilian administration in November1989(

1.1 Statement of Research Problem

Women portrayed in advertisements have evoked many perceptions and have much impact on advertised products in our modern days (AduragbemiJay,2010).The commercialization of the role of women in advertisement has been largely responsible for different perception both from old and young people alike and has had immense impact on the society. On the other hand, there is increasing use of women being used in advertising products which bears no relation either to their physique, product advertised or needs of the audience. Some other times, the advertised products may have positive impact on the audience and the product due to the level at which women are being portrayed and used in advertising the product. Hence, influencing the perception of the masses. Since there is an increasing use of women in advertisement, there is need to evaluate the role and impact of women used in advertising products and the influence such could have on the product being advertised. Therefore, in regard to this, the present study shall focus on women in advertising using delta soap television advertisement as a case study.

1.3 Purpose of the study

In other to adequately carry out this research and to arrive at a specific result, the follow purposes are outlined below.



  1. To ascertain the perception of the respondents as regard the use women in advertisements.
  2. To investigate the roles women play in TV advertisement.
  3. To investigate why women are mostly used in advertising products than their male counterparts.
  4. To investigate if beliefs, attitude and behaviour exert any influence on women’s participation in TV advertisement.



1.4 Research Questions

In order to give direction and adequately carryout this research, the following research questions were outlined.

  1. What is your perception as regard the use  women in advertisements?
  2. What are the roles women play in TV advertisement?
  3. Why are women mostly used in advertising products than their male counterparts?
  4. Do  beliefs, attitude and behaviour exert any influence on women’s participation in TV advertisement?



1.5 Scope of the study

The scope of the study covers the audience perception of the role of women in advertisements: A study of delta soap TV advertisement. In term of geographical location,  Awka  south and North Local government area of Anambra state.



  1. 6 Significance of the Study

This study is significant in that it will provide empirical reasons why women are mostly used in advertisement, how the populace view products advertised by women, the impact women have in advertisement and give possible suggestions and recommendation. This study is also significant in  that it will serve as a source for other researchers who are interested in researching on the topic under investigation.



  • Definition of Term

For the purpose of clarity, some key words used in this research are properly as used in the study defined below

Audiences:The masses who watch and listen to advertisement.

Perception: The opinion or view of the audiences.

Role: The part played my women in advertisement.

Women:  This  is term used  for a feminine gender.

Advertisement: This is a paid programme aired in other to bring to the notice of the masses the a product sold in the market.

Television: An electric visual medium or channel used for viewing aired programmes.