Impact of Newspaper Advertising on Women’s Image Representation in Kampala-Uganda. Case Study of New Vision Publications
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Date
2015-03
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Publisher
Kampala International University, Colleges of humanities and social sciences
Abstract
The researched aimed at investigating on the impact of newspaper advertising on women’s image representation in Kampala-Uganda. Case study of new vision publications. The study was guided by three objectives which were intended to; examine the impact of advertising on women’s image representation in Uganda, identify the risks associated with advertising and women image representation and establish strategies to improve advertising and women image representation. The literature was reviewed in line this objectives and chapter three contained methods of collecting data from the respondents and the total population was 80 and sample size was 60. The respondents designed questionnaires which were self-administered to the respondents to fill appropriately. Chapter four was begun with demographic characteristics of the respondents and basing on sex, female respondents were the majority. The male respondents were also chosen almost equal to the number of women because they composed the management team at new vision publications and the fact that the researcher never wanted to produce a biased research in terms of gender. On the first objective, majority of the respondents said that women influence purchasing behavior of customers by 32%, 28% said that women advertising increase the ability in complaint handling, followed by 25% who said that women raise customers attention towards the product being advertised and finally followed by 15% who said that women’s eloquence speech increase customer base. This indicated that women’s advertising was very significant as it attracts attention of customers and the public. Women advertisements were based on the nature of the products. Majority were found of advertising cosmetics because they use it occasionally and they advertise to demonstrate how beautiful they have become as a result of the use of such cosmetics. Chapter five of this research contained the summary, conclusion and recommendations. The researcher also suggested areas for further research which was a result of time and resource constraints which could not allow the research to exhaust the study.
Description
A Research Dissertation Submitted to The College of Humanities and Social Sciences in Partial Fulfillment of The Requirements for The Award of Bachelor’s Degree in Mass Communication of Kampala International University
Keywords
Advertising, Women’s Representation