Matrimonial Advertising Literature Review

2.0 LITERATURE REVIEW
2.1 Introduction
This chapter attempts to study the available literature from different journals on matrimonial adverts whilst examining the unpopularity of this practice among the Kenyan Asians. This chapter also establishes a suitable communications theory to inform the theoretical framework as the researcher examines the literature on the variables seen in the conceptual framework too. This gives guidance to the entire research under study in a systematic manner.
2.2 Tracing the history of matrimonial adverts
Marriages are considered as the building blocks of the society by various definitions. Hundal (2015) describes marriage as a universal, social institution emphasizing that the evolution of the concept of marriage

Classified advertisements are placed under a specific heading called classified. They are dull and dark form of advertising with no matter of display. These are very cluttered and cheap in rates. Example wanted ads, sale purchase ads, to-let ads, matrimonial ads et cetera. Classified display advertisements stand individually from the cluttered classified advertisements. In this advertisement display involves borders, larger types, white space and illustrations are added. For example, tender notice, government notices, legal notices et cetera. Display advertisements are attractive and eye pleasant element of newspaper. It is placed on news pages. It carries glamour pictures, multicolour, illustrations which please the eyes of the reader to go through. They are costly and generate huge revenue for newspapers. For example, commercial advertisements of goods and services. Finally, insertials are those advertisements which are inserted in newspapers. For example, pamphlets, leaflets et cetera.
Kamboj T (2013) states that matrimonial advertisements fall under the category of classified advertisements. These advertisements consist of short bio data of groom and bride and little information about their families. It also consists of preferences of both. The print media provides opportunity to contact

et al (1983) highlight five potential antecedents of a potential consumer’s attitude towards an advert. These include the credibility of the ad, other perceptions of the ad, attitude toward the advertiser, attitude toward advertising in general and the recipient 's general affective state or "mood" at the time of exposure. Credibility of the ad refers to how truthful or believable the audience perceives the assertions made about the brand to be. Attitude toward the advertiser refers to the audience 's affective feelings about the advertiser per se. This implies that feelings about the advertiser govern feelings about the advert itself. General attitude toward advertising is defined as the audience member 's affective reaction advertising in general. Mood is seen as a "state" variable, resulting from a "trait" (individual difference) and contextual factors. Contextual factors include things such as the nature of the exposure, "clutter," or the surrounding program or editorial