CONSUMERS’ ATTITUDE TOWARD PORTRAYAL OF FEMALE ROLES  IN ADVERTISING FOR CONSUMER PRODUCTS IN NEPAL

Tripathi, ANJU

CONSUMERS’ ATTITUDE TOWARD PORTRAYAL OF FEMALE ROLES IN ADVERTISING FOR CONSUMER PRODUCTS IN NEPAL

Abstract

Advertising is a vital marketing tool that enables the firms to communicate directly with the consumer. Therefore, ads are made with the intent to seek viewer attention and response. In order that viewers like an ad and are pushed to make a purchase, it is essential to craft advertising messages such that they elicit the desired response. In doing so, when female are portrayed in ads, it becomes important the type of portrayal preferred by the viewers. The advertisers in portraying female are still biased. They prefer to portray female either in homemaker role, weaker role or in highly sexualized way.

Description

This purpose of this research study was to examine the impact of portrayal of female in Nepalese advertisements on consumers’ attitudes. This study has examined the effects of viewing different role portrayed for models in advertisements on consumers’ attitudes. TV and online media are selected as the medium for the study. This study was conducted to assess the opinion of the female roles portrayal in ads across all demographic variables, to assess the consumers’ attitude across all the demographic variables, to examine the relationship between female roles portrayal and consumers’ attitude, to determine the most influential female role in consumers’ attitude.