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The study examined the impact of women in advertisements a case study of delta soap television. Survey design was used as the design of the study, a sample size of 400 which was obtained for a population of 301,657. Questionnaire was used as instrument of data collection and simple percentage was used to analyzed the data collected while chi-square was used to test the hypotheses at 0.05%. Result of the study showed that the use of women in soap advertisement for the purpose of sex appeal and for the attracting the attention of consumers and to encourage consumers to patronize the product. Findings also showed that those reasons are the major reasons why women are mostly used in delta soap advertisement. Result of the study also indicated that  use of women in delta soap advertisement have both negative and positive relationship to the product advertised depending on how women are portrayed in the advertisement.  Hence, the study recommended that advertisers should adopt better way of using object that best have link to their product in advertising. This will tend to ensure that the hearts of most consumers are attracted to patronize their products the more.





  • Background to the Study

Advertisement is one of the major weapons used by various national as well as international brands to gain popularity for their products. Especially the television commercials are more attention-seeking as most of the population spends at least some of their time watching television.   The history of advertising can be traced to ancient civilizations in Eight where Egyptians used papyrus to make sales messages and wall posters(Bhatia,2014).  Letter advertising became a major force in capitalist economies in the mid-19th century, based primarily on newspapers and magazines. In the 20th century, advertising grew rapidly with new technologies such as direct mailradiotelevision, the internet and mobile devices.

Now our days, women role in advertisement has greatly impacted on  advertising since most products that use women in their advertisement tends to be more appealing to consumers(Nneka,2010). Women, in the old times, were used in advertisements to portray delicacy and tenderness. Even in the movies, they were portrayed to be delicate and very soft by heart so they were basically included in the advertisement of brands of washing powders, talcum powders and soap etc(Sherif,2014).

Women being used today advertising soap advertisement such as that of delta soap plays important role in everyday life, and sometimes the messages being relayed to young women about beauty soap may be  good or harmful. Young women are mostly exposed to these potentially harmful messages at a young age, and are, therefore, continuously present in their lives. In reality, no one actually knows what true beauty really is, so women advertisers of soap such as delta soap  may have created  unrealistic depiction of a truly beautiful woman over the years(Frisby,2014). In advertisements women have been portrayed as housewives, dependent on men and sex objects from the early age. However, some changes are seen in the images of women from the past one decade in advertisement(Tamanna,2011). Today the impact and role of women in advertisement is shifted from the house wife centric advertisement to the career women   advertisements as seen in delta soap advert. In the media, women are represented as the highlighter in promoting any products. It is against this that has necessitated this study into investigating the impact of women in advertisements a case study of delta soap television.

1.2 Statement of the Problem

With a view to achieving various communication objectives and getting the target market subscribe to whatever product or service or idea being advocated, advertisers make use of different kinds of appeal most especially, women to reach out to their audience. Women use advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers (Ashwini, 2009). In Nigerian today and other countries of the world advertising industry mostly use female sex appeal to advertise their product and this has generated different perceptions of the audiences toward advertising. However, the advertising appeal which has generated worldwide criticism, and which has been referred to as mostly unethical, is  women sex appeal advertising used on products. This has left a lot of people wondering about the impact the use of women could have on advertisement.  It is against this backdrop that necessitates this study into investigating the impact of women in advertisements a case study of delta soap television.

1.3 Objective of the Study

The objective of the study is to investigating the impact of women in advertisements. Specifically, the study will ascertain.

  1. The reasons for the use of women in delta soap advertisement.
  2. To ascertain the relationship between women and advertising.
  3. The role women plays in advertisement in delta soap advertisement.
  4. The impact of the use of women on delta soap advertisement.


1.4 Research Questions

The following research questions are posed to guide the study as follows;

  1. What are the reasons for the use of women in delta soap advertisement?
  2. What is the relationship between women and advertising?
  3. What roles do women plays in delta soap advertisement?
  4. What impact does the use of women have on delta soap advertisement?

1.5 Research Hypotheses

  1. There is no significant reasons for the use of women in delta soap advertisement.
  2. There is no significant relationship between women and advertising.
  3. There is no significant role women play in delta soap advertisement
  4. There is no significant  impact of the use of women on delta soap advertisement.
  5. 6 Significance of the Study

The study will be of benefit to women, manufacturing companies and to future researchers.

Women will benefit from the study as the student will enlighten them on the impact the have on product advertisement and the reason why product marketer mostly used female gender for most product advertisement.

Manufacturing companies will also benefit from the study as the study will bring to their awareness the impact the use of women advertisement could have on customers patronage  and the how the audiences view such advertisement.

Future researchers will benefit from the study as the study will serve as source research material and references for related studies.

1.7 Scope of the Study

The scope of the study covers impact of women in advertisements. Specifically, the study covers the reasons for the use of women in delta soap advertisement, the extent women are being used in soap advertisement, the role the play and the impact it they have on advertisement.

1.8 Limitation of the study

The study is delimited to the use of women in delta soap advertisement and the impact it has on it.

1.9 Operational Definition of Terms

In other to fully understand some terms used in the study, the following terms used are defined in the context on which they are used.

  • Advertisement: this refers to all the medium, or materials used in creating audience awareness about a product.
  • Impact: The effect which the use of women have on advertisement.
  • Necessitated: the reason that motived the study.
  • Communication: The passing of message across to individual or the audience.




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