Perception of the Portrayal of Women in Television Advertising amongst Umuahia Residents of Abia State, Nigeria

Publication Date: 23/10/2021

DOI: 10.52589/BJMCMR-VAGRXQZR


Author(s): Innocent Paschal Ihechu (Ph.D), Pamela O. Nwabuisi, Ndu Okoli Ifeoma.

Volume/Issue: Volume 1 , Issue 1 (2021)



Abstract:

The researcher set out to determine the Abia Audience perception of the portrayal of women in television Advertising. The fundamental reason behind the study is to ascertain the way Abia audiences, especially the women are portrayed in television advertising; two theories were used as theoretical framework; they are reception analysis theory and constructivism theory. The researcher adopted the survey research design, employing the questionnaire as an instrument for data collection. A population of 138,570 was used out of which a sample size of 400 respondents was studied. Findings from the respondents show that women are not happy about the way they are presented in television advertising. Also, findings show that women are generally found in advertisements for home products, baby items, cosmetics and food items. They are also generally portrayed stereotypically in the advertisement of entertainment, clothes, and cosmetics but are portrayed non-stereotypically in ads for tobacco, travel, food and financial services. Based on the conclusion, the researchers recommend advertisements where women were treated merely as an object to sell, need to be abandoned and women need to come up openly and boldly against their degrading presentation.


Keywords:

Audience, Perception, Women’s Portrayal, Television Advertising


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This article is published under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
CC BY-NC-ND 4.0