Browsing by Author "Sawere, Viola Vincent Gaspar"

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    Differential perception of women's role as portrayed in advertising in Tanzania
    (University of Dar Es Salaam, 2006) Sawere, Viola Vincent Gaspar
    This study assessed differential perception of women ' role as portrayed in advertising in Tanzania by age, sex and education. Semi-structured questionnaire was administered ta a sample of 120 students from universities, college, secondary and primary schools in Dar es Salaam. Data was analysed, summarised and presented in tables, graphs and narrative models. One-way analysis of variance and Kolmogrov Smirnov statistics were used in testing hypotheses. Results show that perception of women's role as portrayed in advertising differs by education level and age. Also, it was found that there is difference in perception among sex groups. The differences in perception by education level and age are attributed to cultural background and general exposure. Advertisers should therefore strive to design adverts that capture target groups' interest by grouping them into sex, age and education level groups. Deceptive adverts should be banned. Advertising agencies and media should be sensitised in their role to promote role and status of women in the society, through their work while moulding women's general behaviour. Since the study was cross sectional, longitudinal strategy can be employed to study the same issue. the differences can also be analysed by other factors including marital status work status and ethnicity. Respondents such as advertising agencies, media, gender activists, and feminists Ran also be included.