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THE EFFECT OF TELEVISION COMMERCIAL ON THE BUYING HABIT OF HOUSE-WIVES

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

In the ever-evolving landscape of consumerism, the role of television commercials has become increasingly prominent in influencing the buying habits of individuals, particularly housewives. The television, once a simple device for entertainment, has transformed into a powerful medium that not only entertains but also serves as a persuasive tool for advertisers seeking to capture the attention and loyalty of their target audience. This shift is particularly noticeable in the realm of household consumption, where housewives play a pivotal role in decision-making related to purchases for the home. This essay delves into the multifaceted impact of television commercials on the buying habits of housewives, exploring the psychological, social, and economic dimensions that contribute to the shaping of consumer behavior within the domestic sphere.

Television commercials wield a considerable influence on the psychological aspects of consumer behavior, tapping into the intricate workings of the human mind. The visual and auditory stimuli presented in commercials are crafted to create lasting impressions and evoke emotional responses. Advertisers strategically employ elements such as catchy jingles, relatable scenarios, and visually appealing aesthetics to establish a connection with their audience. For housewives, who often find themselves immersed in the daily routines of managing households and caring for family members, these commercials serve as brief escapes from the mundane. The emotional appeal embedded in these advertisements can trigger desires and aspirations, subtly suggesting that certain products or services can enhance the quality of life for both the housewife and her family.

Moreover, the repeated exposure to specific brands and products through television commercials contributes to the formation of brand familiarity and loyalty. Housewives, as key decision-makers in household purchases, may find themselves inclined to choose products they are familiar with, thanks to the continuous reinforcement of brand messages through commercials. This psychological mechanism plays a crucial role in shaping buying habits, as individuals tend to gravitate towards the familiar and trusted, influenced by the perceived reliability and effectiveness of advertised products.

In addition to the psychological impact, television commercials play a pivotal role in shaping the social dynamics within communities. The portrayal of idealized lifestyles and societal norms in these commercials contributes to the creation of social benchmarks and standards. Housewives, being integral members of their communities, may feel the societal pressure to conform to these ideals, influencing their purchasing decisions. The aspirational nature of commercials, showcasing glamorous depictions of domestic life, can instill a sense of desire for certain products or lifestyles that align with societal expectations.

Furthermore, the influence of television commercials extends beyond individual households, contributing to the collective consciousness of societal norms and values. Advertisements often reflect and reinforce cultural stereotypes and gender roles, shaping perceptions of the roles and responsibilities of housewives in society. This not only affects the way housewives perceive themselves but also influences their choices as consumers. For example, commercials that emphasize convenience and time-saving features of products may resonate strongly with housewives who juggle multiple responsibilities, subtly guiding them towards purchases that align with the perceived societal expectations of efficiency and productivity.

Economically, the impact of television commercials on

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