Businesses exist to do the bidding of their stakeholders, particularly shareholders, to maximize profits. To reach projected profit margins, businesses may employ a variety of strategic marketing practices; one of such practices is exposing their products through advertising, a communication bridge between businesses and their various publics. Using a content analysis of 200 newspaper ads, the study measured the nature of the roles women play in Nigerian advertising. One expectation of the study was that women would be seen as sex objects, as mothers, or homemakers, or as primary caregivers, who can “sell” only household products, such as detergents, appliances, cooking utensils. Findings show that a majority of the ads portray women mostly in professional roles, followed by sex roles. Results also show that women are preferred to advertise services than goods in the product category, and the role they play, or how they are represented, is professional.
|Keywords:||Cultural Stereotypes, Brands, Soft-sell, Hard-sell, Brands, Newspaper Advertising, Female Portrayal, Product Involvement, Sexual Objects|
Associate Professor of Advertising, School of Information Technology and Communications, The American University of Nigeria, Yola, Nigeria
The American University of Nigeria, Yola, Nigeria
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