Advertising and Behavior Change in Married Women: a Case of Kiambaa Constituency, Kiambu County

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.