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The study investigated the impact of advertisement on consumer buying behaviour. To achieve the objective of the study, five research questions were raised and answered. The research design adopted for this study is the descriptive survey research design. The population for this study was made up of 5,000 customers and consumers of various beverage products within the University of Benin, Ugbowo Campus. A sample size of 100 beverage consumers within the University of Benin, Ugbowo Campus, was selected to participate in the study. The data collected for this study was analyzed using frequency counts and simple percentages. Findings from the study revealed that quality advertisement significantly influence consumer buying behaviour, with visually appealing, clear, high-quality, and creative advertisements having a strong positive influence on consumer buying behaviour. It was concluded that celebrity endorsement significantly impacts consumer buying behaviour, with admiration, perceived reliability, and celebrity popularity playing key roles in shaping purchasing decisions. Based on the findings, it was recommended that businesses should prioritize visually appealing, clear, high-quality, and creative advertisements to maximize consumer engagement and influence purchasing decisions.

Purpose of Study
The purpose of this research is to evaluate the various ways language is used by advertisement agency in the explicit and implicit representation of the female character. 1.2. Scope of Study The scope of this study will be limited using the theory of
representation, the constructionist approach, as the basis for the analysis of languages used in the implicit and explicit representation of the female character in advertisement. 1.3. Research Methodology The qualitative research method is applied in the acquisition of data, data collection of different commercials in no particular order, are gotten from the internet. Analysis will be made on the commercials stated as follows: Virginia Slim, Keds Shoe (2016), Bic Pen (2015), Samsung SF Notebook (2010), Mr Clean (2011), Coca Cola’s Fairlife Milk of (2014), American Apparel (2014), Sony PlayStation (2014), Fat Shack burger ad of
(2015), Burger Kings Commercial and Carl’s Junior Burger Commercial.