AUDIENCE RESPONSE TO TELEVISION ADVERTISEMENT ON FEMALE HAIRS AND EXTENSIONS AMONG UNIZIK STUDENTS

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AUDIENCE RESPONSE TO TELEVISION ADVERTISEMENT ON FEMALE HAIRS AND EXTENSIONS AMONG UNIZIK STUDENTS

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Television advertising is a powerful tool that influences consumer behavior and shapes societal perceptions. Within the realm of consumer goods, one area that has garnered significant attention in recent years is the advertising of female hairs and extensions. The portrayal of beauty standards, hair care products, and styling options in these advertisements plays a crucial role in shaping the preferences and perceptions of the audience, particularly among university students who represent a dynamic and trend-sensitive demographic.

Nnamdi Azikiwe University (UNIZIK) is a hub of diverse cultures, and the student population reflects a blend of various backgrounds, preferences, and fashion trends. Television advertisements, being a pervasive medium, contribute to the construction of beauty ideals, influencing the choices and behaviors of the student audience. Understanding the dynamics of audience response to television advertisements on female hairs and extensions is essential for marketers, advertisers, and researchers alike.

Television, as a powerful medium of communication, shapes societal perceptions, influences consumer behavior, and reflects evolving cultural trends. Within this dynamic landscape, the advertising industry plays a pivotal role in presenting and perpetuating beauty ideals, particularly in the realm of female hairs and extensions. These advertisements not only showcase products but also contribute to the construction of beauty standards and personal preferences.

Nnamdi Azikiwe University (UNIZIK), with its diverse student population, represents a microcosm of cultural influences, fashion trends, and evolving beauty standards. For students, the television serves as a conduit through which they encounter and engage with advertisements, forming opinions, and making choices about beauty and personal grooming. Understanding how UNIZIK students respond to television advertisements featuring female hairs and extensions is crucial for marketers, advertisers, and researchers seeking to comprehend the intricate dynamics of audience reception.

The beauty industry has witnessed a transformative shift in recent years, with a surge in the popularity and diversity of female hairs and extensions. Television advertisements have been instrumental in showcasing an array of products, styles, and beauty ideals related to hair care and extensions. The portrayal of these products on television not only reflects prevailing trends but also influences consumer perceptions and purchasing behavior.

Television advertisements are carefully crafted narratives that weave together visual elements, cultural contexts, and aspirational messages to resonate with diverse audiences. Within the UNIZIK community, where cultural diversity intersects with youthful trends, understanding how students interpret and respond to these advertisements becomes imperative for marketers aiming to capture the attention and loyalty of this dynamic demographic.

Despite the omnipresence of television advertisements, there exists a gap in our understanding of how UNIZIK students respond to and interpret television advertisements focused on female hairs and extensions. The specific dynamics of audience reception, cultural influences, and the impact of these advertisements on beauty choices within the university context remain underexplored. This research seeks to address this gap and provide insights into the nuanced ways in which UNIZIK students engage with television advertisements in the realm of female hairs and extensions.

1.2 Statement of the Problem

While the influence of television advertising on consumer behavior is widely acknowledged, there is a limited understanding of how university students, specifically those at Nnamdi Azikiwe University, respond to advertisements featuring female hairs and extensions. The beauty industry is dynamic, and trends in hair care and styling are continually evolving. Consequently, there is a need to explore how UNIZIK students interpret and engage with television advertisements focused on female hairs and extensions, considering factors such as cultural influences, personal preferences, and socio-economic backgrounds.

1.3 Objectives of the Study

The primary objectives of this research are:

To understand why women spend so much money in purchasing hairs and extensions.

To explore audience views to the high rate of cost involved in purchasing the materials.

To examine the nature and content of television advertisements on female hairs and extensions.

To assess the audience’s perceptions and preferences regarding female hairs and extensions as portrayed in television advertisements.

To explore the factors influencing the audience’s response to television advertisements on female hairs and extensions.

To analyze the impact of these advertisements on the purchasing behavior and beauty choices of UNIZIK students.

1.4 Research Questions

What is the nature and content of television advertisements on female hairs and extensions?

How do UNIZIK students perceive and prefer female hairs and extensions as portrayed in television advertisements?

What factors influence the audience’s response to television advertisements on female hairs and extensions?

What is the impact of these advertisements on the purchasing behavior and beauty choices of UNIZIK students?

1.5 Significance of the Study

This study is significant for several reasons. Firstly, it contributes to the existing body of knowledge on the impact of television advertising on consumer behavior, particularly in the context of female hairs and extensions. Secondly, the findings will provide valuable insights for marketers and advertisers seeking to understand the preferences and perceptions of university students, helping them tailor their strategies to effectively reach this demographic. Additionally, the study is relevant for academic purposes, as it adds to the discourse on media influence and audience response.

1.6 Scope of the Study

The study focuses specifically on the audience response to television advertisements on female hairs and extensions among students at Nnamdi Azikiwe University. It considers the socio-cultural factors, personal preferences, and purchasing behaviors influenced by these advertisements. The temporal scope is limited to the perceptions and responses observed within a specific timeframe, ensuring relevance and timeliness of the findings.

1.7 Structure of the Thesis

This thesis is organized into five chapters. Chapter One provides an introduction to the research, presenting the background, statement of the problem, objectives, research questions, significance, and scope of the study. Chapter Two reviews relevant literature on television advertising, audience response, and beauty standards. Chapter Three outlines the research methodology, including the study design, sampling techniques, data collection, and analysis procedures. Chapter Four presents the data analysis and findings, while Chapter Five offers conclusions, implications, and recommendations for future research.

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