Gender portrayal in Nigerian advertisements: Content analysis of selected adverts
Loading...
Date
2018-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
SAU Journal for Management and Social Sciences,
Abstract
Over the years criticism against advertising agencies and copy writers has been loudest over issue of gender stereotype which centered on how men and women are portrayed in advertising copy. Despite changes in role definitions, education and economy power, old prejudices against women still persist in advertising copy. The study interrogated the prevalence of gender stereotype in newspaper advertisements and how advertising perpetuate gender stereotype when what is needed is gender inclusiveness. The study was anchored on social cognitive theory which, stated that people acquire and maintain certain behavioural patterns based on social factors like environment, people, education and behaviour. Content analysis was adopted as the research methodology and 276 Nigerian newspaper advertisements were selected from 3 Nigerian newspapers; The Guardian, THE PUNCH and Vanguard from July to December, 2016. Erving Goffman's six coding categories were adopted for the research work. Findings showed that there are still stereotypical elements in Nigerian advertisements such as Relative Size, Function Ranking, Feminine Touch, Ritualization of Subordination and Licensed Withdrawal. It was also discovered that men were portrayed in more professional roles while women were seen in more family oriented roles. The study concluded that there is a need for re-education on the part of advertising agencies and copy writers who need to retool their thinking to reflect current cultural, social and economy reality of gender role in our society. The study recommends that the roles of both men and women in the 21st century is changing and as such copywriters must come in terms with the change and portray men and women more in ways that reflect realities.
Description
Keywords
Gender Stereotype, Advertisements, Advertising Agencies, copywriters, Newspaper