PORTRAYAL OF THE FEMALE GENDER IN NIGERIA TELEVISION ADVERTISEMENT

ABSTRACT

This study discussed the portrayal of the female gender in Nigeria television advertisement. It examines the perception of the audience on gender roles in television adverts and generally. The primary objective of advertising is to change consumer behavior in response to a promotional offer. However, consumers frequently develop opinions about the advertised brand and how the characters are portrayed after seeing multiple advertisements. The objective of the study is to ascertain the extent to which women are negatively portrayed in television advertisements in terms of their physical appearance and roles. The survey method was used by the researcher as instruments were administered to the respondents to gather information relevant to this study. The researcher discovered that While 42% strongly agreed that the portrayal of women in Television advert is stereotypical, 12% strongly agreed that it is empowering. The 42% makes up for the opinion of larger percentage of the respondents on the portrayal of the female gender in Television advertisements in Nigeria. Conclusively, the research findings underscore the need for improvements in the portrayal of women in Nigeria television advertisements. Hence, it is recommended that instead of provocative and objectifying representations, advertisers should focus on presenting women in empowering and respectful ways that reflect their diverse roles, abilities, and achievements.