| dc.description.abstract | Advertisements use female body as medium to persuade an audience to purchase products
and are convincing and motivating tools which can purchase products with a huge
potential of leaving a deep impact on the minds of the viewers and play a major role in
molding the culture and attitude of the people. Advertisement is a form of communication
has a potential changing behavior. This study sought aimed at investigating the
relationship between advertising and behaviour change a case of married women in
Nairobi County. The study adopted a descriptive survey research design that uses both
qualitative and quantitative approach on a target population of married women in Nairobi.
The study used a cluster of four locations within the County and came up with 40
respondents; 10 from each location. Thus, two stage cluster sampling technique was used.
The data was collected using questionnaires. The data was analyzed using descriptive
statistics such as frequency, percentages, mean and standard deviation. Qualitative
technique was done using thematic content analysis. The findings revealed that
advertisement portray married women as: completely passive; inert decoration; stupid or
incompetent; dependent on men; decorative or sex objects; and not involved in making
major decisions while men are seen as the dominant figures. Advertisement make women
use any means to acquire advertised product including earning more money and taking
loans beyond their repayment capacity. It also leads to decreased integrity and self
confidence of married women. Advertisement further make women compare their own
attractiveness and bodies with media, be submissive and dress provocatively, including
heightened sense of anxiety and a negative self-image. | en_US |
