PERCEPTION OF SEXUAL OBJECTIFICATION IN ADVERTISING CAMPAIGNS AMONG BENIN RESIDENTS

ABSTRACT

This study examined the Influence of Perception of Sexual Objectification In Advertising Campaigns Among Benin Residents. Previous studies have accepted it as a part of an advertisement, while some have not. Both men and women are being objectified for attraction and persuasion purposes. The goal was to examine the impact of sexual objectification on products’ advert campaign, examine the perception of Benin residents on sexual objectification in advertising campaign, determine the extent in which sexual objectification is used as a strategy in advertising media campaign, investigate the reason behind the use of sexual objectification in product advertisement among Benin residents. To provide a theoretical framework, the study was anchored on Objective Theory and Social Judgement Theory: A Survey research design was adopted with a sample size of 400, and a questionnaire as the primary data collection instrument. 400 copies of the designed questionnaires were distributed, representing a useful rate of 100% through three stages using the simple random, stratified and simple sampling procedure. Findings from the analysis of the data gathered showed that there is a notable prevalence of sexual objectification in advertising campaigns among Benin residents, as indicated by the respondents' awareness and acknowledgement, residents of Benin hold diverse views on the influence of sexualized advertising on gender stereotypes, which contributes to the complex nature of societal perceptions, perceived rate or extent of sexual objectification, particularly in product advertisements, adds another layer to understanding its rampant use among residents, the degree in which the media in Benin perpetuates unrealistic body standards through sexualized advertising campaign is really high, thereby causing a negative impact and influence in societal culture and perception, Additionally, the study reveals that there is a high level usage of sexual objectification in advertising campaign in Benin. Hence this study recommends that Corporate Social Responsibility Initiatives should be integrated by companies engaged in advertising in order to promote positive social values and inclusivity.