Perceptions of the stereotypical Clicks online advertisement among female consumers.
Sono, Sesinyana Beverley
Sono, Sesinyana Beverley
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Abstract
Background: The psychological impact of advertising on women's self-perceptions has been a topic of discussion and investigation for a long time. Femvertising campaigns that aim to promote body positivity have drawn a lot of notice and praise. Despite the promising potential of femvertising, some traditional advertising, which often portrays femininity in idealized and stereotypical ways, is still associated with negative psychological effects like increased body dissatisfaction and self-objectification.
Objectives: Therefore, the search aimed to investigate the perceptions of female consumers on the 2020 stereotypical TRESemmé Shampoo advertisement message on the CLICKS online advertisement.
Method: The study was qualitative in nature and a case study design was followed. Focus group interviews were used to collect data from 36 purposively selected female consumers. Thematic analysis was used to analyse data.
Results: The findings of the study demonstrated that the CLICKS stereotypical online advertisement's context did not satisfy the Black female consumers. Additionally, the results showed that the advertisement was linked to racism by the female consumers. Because Black women's hair was perceived as unmanageable because of its natural appearance, the female consumers further connected the advertisement to stereotyping.
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Submitted in partial fulfilment of the requirements for the degree, Master of Management Strategic Communication in the Department of Integrated Communication, Faculty of Humanities, at the Tshwane University of Technology.
Date
2025-06-27
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Tshwane University of Technology
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Keywords
Perceptions, Stereotype, Advertisement, Female consumers