The Social Cost of Stereotypes: Consumer Perception of Female Representation in Nigerian Television Commercials

Abstract

Background: Television commercials are a powerful medium for shaping societal perceptions of gender, yet a research gap exists in understanding how local audiences in Nigeria perceive and are influenced by these portrayals.
Objective: This study investigates consumer perception of female representation in Nigerian television commercials to determine its effects on both consumer behaviour and societal gender norms.
Methodology: This study employed a survey research design, collecting data from a sample of 359 respondents in Yenagoa, Bayelsa State, Nigeria. The sample size was determined using the Taro Yamane formula, and respondents were selected through purposive sampling using a structured questionnaire. Data analysis was conducted using descriptive statistics, and results were presented in tables.
Results: The findings indicate high audience exposure to the commercials. However, respondents widely perceive female characters as being in stereotypical, passive, and supportive roles, with an emphasis on physical appearance. A significant disconnect was found, as these negative perceptions did not translate into a notable impact on purchasing decisions or brand loyalty. Instead, the study reveals that these portrayals primarily serve to reinforce harmful traditional gender norms.
Conclusion: The study provides empirical evidence that while stereotypical advertising may not directly affect sales, it carries a significant social cost by contributing to gender inequality. Advertisers have a social responsibility to create more equitable and empowering representations.