1.1 Introduction
Television advertising is a powerful medium that shapes societal perceptions and influences consumer behavior. One of the key elements within these advertisements is gender representation, which plays a significant role in reflecting and perpetuating cultural norms and stereotypes. Gender representation in television advertising has been a subject of extensive research, with scholars exploring its implications on individuals, society, and the marketplace. The portrayal of gender in television advertisements often reinforces traditional gender roles, stereotypes, and expectations. For decades, women have been predominantly depicted in domestic roles, portrayed as caregivers, homemakers, or objects of desire, while men have been portrayed as strong, assertive, and in positions of authority.
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitation of the study and Definition of terms.
1.2 Background of Study
In recent years, there has been a gradual shift towards more diverse and equitable representations of gender in advertising. This shift is driven by a growing recognition of the importance of gender equality and the influence of social movements advocating for gender justice (Matthes et al., 2016). Advertisers are increasingly aware that consumers expect and appreciate more authentic and diverse portrayals of gender (Eisend, 2019).
Gender representation in television advertising has implications for brand perception and marketing effectiveness. Advertisements that challenge traditional gender norms and stereotypes are often viewed favorably by consumers, leading to increased brand loyalty and positive brand image. Conversely, advertisements that perpetuate gender stereotypes risk alienating certain demographic groups and may face backlash from consumers and advocacy groups.
The impact of gender representation in television advertising extends to various aspects of society. Positive and equitable representations can contribute to breaking down harmful stereotypes, promoting gender equality, and influencing public perceptions and behaviors. Conversely, stereotypical and biased portrayals can perpetuate discrimination and limit the potential of individuals based on their gender (Knoll, Eisend, & Steinhagen, 2011). Television advertisement represents one of the several stimuli to which children are exposed, like other kinds of stimuli existing within their environment. Television advertisement has a powerful tendency to influence children’s behaviour and general way of life, thus study examines the kind of influences or effects advertising on television can have on children.
Television appeals to the literate as well as the illiterate and this is one feature of TV that makes it unique and different from other mediums. The hour today is the hour of mass communication. Advertising in particular has become an indispensible mode of communication with the market. Advertising is a means of communication with the user of product or service. With the growing role of advertising in the lives of peoples’ attention now is being paid to the various negative as well as positive effects of advertising. One reason why advertising aimed at youths did not emerged as an issue until relatively recently is that for many years, broadcasters did not consider their audience of children viewers as a particularly valuable market for advertisers.
Advertising to children help in generating jobs, putting money into the economy and instilling the importance of freedom to choose at a young age. It helps in developing a child’s ability to comprehend the value of money and teaches them that a person can achieve anything if they have the will to pray the price. The millions of dollars are spent every year by the advertising industries on the ads that target children. Young audiences are bombarded with persuading messages through media such as internet, television, magazines, bill boards, radio etc.
Television in terms of fashion has influenced the youths, thereby making them believe in a particular way of dressing. The kind of clothes used in acting, stage music, advertisement are presented to the society as the best dressing to make one look good. Mangwere et-al (2013) supports this, stating that television are some of the factors that today affects the way youths dress, talk, walk and even influence the type of music or food they want. Besides being influenced by the characters on television, children are also prone to be influence by the presenters of the programme (Boone, & Lomore, 2001). Therefore, in Nigeria where the research was carried out, the activities that was conducted is to know the Impact of Gender Representation in Television Advertising.
1.3 Statement of Problems
Investigation revealed that one significant problem associated with the use of modern communication equipment is information overload and distraction. Workers are constantly bombarded with emails, messages, notifications, and updates, which can overwhelm their cognitive capacities and reduce productivity (Mark, Voida, & Cardello, 2012). The constant interruption and need to multitask can lead to fragmented attention, making it difficult for employees to focus on tasks that require deep concentration (Renaud, Ramsay, & Hair, 2006).
Another issue is the blurring of boundaries between work and personal life. Modern communication tools enable employees to stay connected to work outside of traditional office hours, leading to increased expectations for availability and responsiveness (Boswell & Olson-Buchanan, 2007). This can contribute to work-related stress, burnout, and a deterioration of work-life balance, as employees find it challenging to disconnect and recharge (Derks et al., 2015).
1.4 Aim and Objectives of Study
The aim of the study is to analyze the Impact of Gender Representation in Television Advertising. In achieving this aim, the following specific objectives were laid out as follows:
- To compare gender representations in television advertisements across different cultures and regions, identifying variations and commonalities;
- To evaluate how gender representations in television advertising influence the behaviors and expectations of viewers;
- To assess the impact of gender representations in television advertising on societal attitudes towards gender roles and norms;
- To determine the real-world implications of television media portrayals on public attitudes and beliefs; and
- To propose recommendations for advertisers, policymakers, and advocacy groups on promoting gender equity in television advertising.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Does a gender representation in television advertising influence the behaviors and expectations of viewers?
- What is the relationship between gender representations in television advertisements across different cultures and regions?
- What is the impact of gender representations in television advertising on societal attitudes towards gender roles and norms?
- What are the real-world implications of television media portrayals on public attitudes and beliefs?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
- H01: Advertisements on television do not predominantly depict stereotypical gender roles.
- H02: Viewers who are frequently exposed to stereotypical gender representations in television advertisements are not likely to hold traditional views on gender roles.
- H03: Exposure to non-stereotypical and progressive gender representations in television advertising is negatively correlated with supportive attitudes towards gender equality and more equitable behaviors in everyday life.
- H04: Advertisers and media producers who are aware of and intentionally address gender representation issues in their content creation are not likely to produce advertisements that challenge traditional gender stereotypes.
1.7 Significance of Study
The outcome of the findings can be used to develop educational programs and materials aimed at raising awareness about the impact of media on gender perceptions, particularly among young people who are still forming their ideas about gender roles. Additionally, the findings can inform initiatives aimed at promoting gender equity in media content, helping advertisers and media producers to create more balanced and fair portrayals of men and women. This will contribute to broader efforts to achieve gender equality in various aspects of life.
Furthermore, the findings of this research study will contribute to the academic discourse on media effects and gender studies by providing empirical data and theoretical insights into the relationship between media content and societal gender norms. This can serve as a foundation for future research in these fields.
1.8 Scope of Study
The scope of the research is focused on the Impact of Gender Representation in Television Advertising in Nigeria.
1.9 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
1.10 Definition of Terms
Television Adverts:
TV adverts refers to a marketing tool or communication whose aim is to build preferences for advertised brands and services are transmitted through a visual and audio medium.
