Ideologies Celebrities Represent in Television Advertisement in Kenya: A Case of Downy Lavender

Jackton Otieno Midigo
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Jackton Otieno Midigo: School of Education: Department of Languages, Literature and Communication Gretsa University, Kenya

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 4, 1154-1163

Abstract: This study focuses on the ideologies that celebrities convey in television advertisement in Kenya. Celebrity endorsements have become pervasive mode of communication in advertising. The idea is intended to shape consumer perceptions on purchasing decisions. Assessing the effectiveness of existing regulatory frameworks in ensuring responsible portrayal of ideologies by celebrities in television advertisement, is crucial for promoting ethical advertising practices. The study therefore analyzes the modes of signification (visual and verbal cues) to uncover the underlying messages communicated through the portrayal of Lulu Hassan (news anchor) in the advertisement of Downy Lavender. By adopting a multimodal discourse analysis approach, the study investigates the linguistic and visual strategies employed to construct celebrity personas to convey specific ideologies. The study examines how the celebrity is depicted in the advertisement and the messages the celebrity endorses to influence consumer attitude and behavior. The findings reveal that the celebrity is represented in the television advertisement of Downy lavender, to highlight themes such as luxury, sophistication, freshness, and trustworthiness. These depicts the ideologies of gender norms, attitude towards luxury, beauty standards, social status and aspirations for advancement. These findings contribute to understanding the complex dynamics of advertising in Kenya’s media landscape, using celebrities. The findings are intended to provide valuable insights to advertisers on creating content for advertisement.

Date: 2024
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