AUDIENCE PERCEPTION OF THE PORTRAYAL OF GENDER ROLES IN INDOMIE NOODLES TELEVISION COMMERCIALS

ABSTRACT

The study focused on the audience perception of the portrayal of gender roles in indomie noodles television commercials. The objectives of the study were to ascertain the impact of indomie noodles commercials on viewer’s perceptions of gender roles, investigate the audience’s preferences and reactions to different types of gender representations in indomie noodles commercials, find out the extent to which indomie noodles commercials reinforce traditional gender norms and to examine how indomie noodles commercials portray gender roles in relation to different age groups and genders with the use of the Gender schema theory and cultivation theory. For its methodology, the survey research method was used to gather data. Findings of the study revealed that Indomie noodles use gender appeal as a marketing strategy to advertise their products and the respondents agreed that gender roles are portrayed in indomie noodles commercials across different age groups. The findings also indicated there is a diversity of perspectives among the respondents regarding their perceptions of the gender roles depicted in Indomie commercials. Based on the findings, the researcher concluded that Indomie noodles commercials have a notable impact on shaping the views and beliefs of audiences regarding gender roles. The researcher therefore recommended among other things that indomie should strive to use diverse and inclusive representations of gender roles in their commercials. It was also recommended that indomie should ensure that the interests and perspectives of all genders are adequately represented. It was also recommended that the brand should use its advertising platform to promote messages of gender equality and challenge traditional norms.