dc.description.abstract |
In many cases women are responsible for most of the purchasing decisions done in a household. These are usually mothers, grandmothers, nannies, or any type of women in the housekeeping position. While the male is the bread-winner, it is usually the case that the woman is in charge of running the home. Usually, women are the ones that go grocery shopping or school shopping. Advertisers have picked up on these trends and have decided to act upon them. It is common that when advertising food products, food companies often present the nutritional aspects of the product. When targeting children, the major features in a commercial are created to attract the younger viewer, nevertheless there is often a message planted for the parents, since they are the ones making the final purchasing decision. Consequently, the advertising company often takes advantage of pester power.. Advertisers know that if a child finds a certain product advertised, particularly attractive, then the child will pester the parent into buying the product. The purpose of the thesis is to find out what type of advertisements women usually appear in; the second, what type of women appear in these advertisements. Finally, the author focuses on the exterior features of the female form and the influence it has on the advertisement and on the public perception. |
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