Owerri audience perception of gender issues in TV advertisements

Abstract

This research looked at Owerri audience perception of gender issues in TV advertising. The study attempts to provide clear understanding of what the audience think about the way that the genders, especially women, are portrayed in advertisements; and to guess the reasons for gender displays in advertisements, particularly to know if the use of women have any impact on the product acceptance. The stereotype theory was used in this seminar to explain the reasons for gender displays. Survey methods of research came into play to sample and evaluate the responses of one hundred respondents in Owerri metropolis with questionnaire that gave answers to the research questions and brought about the conclusions that advertisement is a gender issue because even though goods are advertised but men are used to gratify women and women also used to gratify women in order to gain the interest of both genders. It was recommended that, among others, gender displays should be encouraged but balance must be stricken, rather than negative objectification of the feminine gender in advertisements.