Impact of Women Image on Advertising Messages Among Female Students of Osun Sate Polytechnic, Iree

Student: Oluwasesan Efunniyi (Project, 2025)
Department of Mass Communication
Osun State Polytechnic, Iree, Osun State

Abstract

ABSTRACT This study investigates the influence of women's images in advertising on attitudes, perceptions, and purchasing decisions among female students of Osun State Polytechnic, Iree. The research examines how stereotypical and non-stereotypical representations of women in advertisements affect female students' self-esteem, body image, and consumer behavior. While (400) copies of questionnaire were administered to the respondents using purposive sampling method. The data collected were analysed and interpreted using a table coupled with a simple frequency and percentage method of statistics. Findings reveal that, (i) Stereotypical women's images in advertisements negatively impact female students' self-esteem and body image.(ii) Non-stereotypical representations of women enhance positive attitudes towards advertisements and brands.(iii) Female students are more likely to engage with brands promoting empowering and inclusive messages.. The study recommends that: (i) Advertisers should use positive and empowering images of women in their messages. (ii) Regulatory bodies should monitor and regulate advertising content to prevent harmful gender stereotypes. and (iii) Educational institutions should incorporate media literacy programs to help students critically evaluate advertising messages.

Keywords
Women Images Advertising Stereotypes Self-Esteem Body Image Consumer Behavior Female Students.
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