Abstract
Literatures revealed that there are significant biases in the portrayal of female and male gender in advertisements. This is related to the biases in African beliefs in gender roles, as women are more likely to be seen as housewives, weaker beings, and sexual objects. This study aimed at juxtaposing cultural beliefs and portrayals of female models in advertisements, with audience perceptions of gender stereotypes in such advertisements and the society at large. Perception theory was used to frame and lend credence to the study. Survey research method was adopted to gather data from both male and female audience of advertisements. Among others, the study revealed that 75% of respondents are exposed to advertisements that use women were for products used in kitchen or bathroom. The implication is that people are likely to perceive the world as what is depicted through television. The researchers recommended that products promoted and marketed with sexism should be restricted and if possible, banned.
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Owolabi, A.S., Akashoro, G.O., Arikewuyo, A.O., Ajijola, B.A. (2023). Audience Perception of the Role of Culture and Media in Gender Stereotypes in Nigerian Television Commercials. In: Sotunsa, M., Yakubu, A.M. (eds) Nigerian Women in Cultural, Political and Public Spaces. Gender and Cultural Studies in Africa and the Diaspora. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-40582-2_9
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DOI: https://doi.org/10.1007/978-3-031-40582-2_9
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