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Advertising appeals used in commercials featuring women 1Many factors such as the intense competition in the marketplace, high media and advertising costs, and the fact that consumers are exposed to various advertising and marketing media on a daily basis compel marketers to use the correct approach or advertising appeal to convey their advertising message effectively to the target market. The study also investigated the following: Come to the BEST!
However, in the twenty-first century, the roles of women have changed, particularly in South Africa. The diversity of the South African population represented by four population groups almost vindicates a local study on this topic. Table 1 provides a summary of international research studies conducted on female role portrayals in television commercials over the past 12 years.
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