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1.4 SIGNIFICANT OF RESEARCH

Since advertising affects so many individuals nowadays, the findings of this investigation will be beneficial to the public at large. The purpose
of this research is to discover how the emotions of young people are affected by the media.

1.5 DEFINITION OF TERMS

1.5.1 ADVERTISEMENT

Advertisement is a form of public communication that is often published in newspapers or aired on television, such as a full-page
advertisement promoting a film or a television commercial. Then, the act or practice of promoting something (Yuen etla., 2017).

1.5.2 SELF-ESTEEM

Self-esteem is a human's assessment of his or her value and abilities (Kendra, 2014). In this research, the term "self-esteem" refers
to an individual's total sense of self-worth or personal value. In other words, how much admiration and respect do you have
for yourself? It is a set of self-beliefs that includes assessing your personality, beliefs, ideas, and behaviours, especially as a female
entrepreneur.

1.5.3 SOCIAL NETWORK MARKETING

Social media marketing enables offers to spread rapidly and virally. It quickly captures customers' publicity, which can result in
an increase in purchase intent (Baird & Parasnis, 2011).

1.2 CHAPTER’S SUMMARY

The aim of the research is to examine the effect of advertisements on audience emotions. Chapter 1 of this study project addressed the
problems around online food distribution. This research study includes a mission statement, a problem statement, and a research question.
This chapter also emphasises the importance of research in terms of the implications of this study.

2.0 LITERATURE REVIEW

2.1 THEORETICAL FOUNDATION

According to what I understand, gardening theory in its simplest version demonstrates that television is responsible for moulding or'growing'
the viewer's idea of social reality. The huge influence of audience exposure to television over time shapes people' perceptions of social
reality and, eventually, our civilization as a whole.

According to George Gerbner (1986), the mass media represents pre-existing attitudes and values in culture: the media preserves and
disseminates these values among cult members, so uniting them. According to George Gerbner (1986), television fosters a centrist political
outlook. This is what George Gerbner refers to as the'mainstay' effect. The theoretical theory differentiates between 'initial impressions'
(generic beliefs about the occurrence of violence in the everyday world) and the influence of'second order' (specific attitudes, such as law
and order or personal safety). Additionally, there are distinctions between two types of television viewers: heavy and mild. The emphasis is
squarely on 'heavy spectators.' Individuals who watch several TVs are more impacted by how the world is framed by television shows than
those who watch fewer televisions, particularly on themes with which viewers are unfamiliar. Light viewers may have access to more sources
of information than heavy crowds. 'Resonance' refers to the audience's more powerful reaction when what they see on television matches
what they feel in real life. According to the cultivation hypothesis, television viewers are often more susceptible to media messages
and the notion that what they are witnessing is true and legitimate (Saodah Wok, 2005).

The study's findings indicate that individuals who watch television provide responses that are not grounded in reality. Viewers' opinions or
impressions are formed by television programmes, not by real events. As a result, their perspectives are formed as a result of their exposure
to the television show being viewed. Their reality is television reality, and Gardner summarises the mass media's efforts to instil or reinforce
in the population the belief that television's representation of reality is accurate. demonstrates that mass media has a considerable effect on
the public's trust (Saodah Wok, 2005).

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