AUDIENCE PERCEPTION OF FEMALE MODELS IN ADVERTISING MESSAGES

 ABSTRACT

This study, anchored on the tenets of the individual differences theories, investigated audience perception of female models in advertising messages, a case study of Nivea Lotion. This study was important due to the fact that female models are largely used to promote products and services, which has been an issue of concern to feminists, researchers, advertising and media practitioners. Therefore, it becomes imperative to empirically ascertain how female models are portrayed in advertising messages, specifically Nivea Lotion based on how the audience perceived them. Using the survey research design by administering questionnaire to measure audience’s perception of female models in advertising messages. The survey design was adopted. The study found out that the audiences have a good perception of female models in Nivea Lotion advertising messages, audience perception of female models in advertising messages influences consumer behaviour and that Nivea Lotion advertising messages portray female models in a positive light. Therefore, the study concluded that the audiences perceive Nivea Lotion advertising messages positively, which has influenced them to buy and continuously patronize the brand. It was recommended that female models should be portrayed as information disseminators and product promoters not sex objects, advertising regulatory bodies should promote good audience perceptions of female models by censoring inappropriate portrayals in advertising messages and that advertising agencies should ensure quality, moderation and effective delivery in forms of messages or actions that satisfy audience moral and social judgments.