Journal of Development Communication And Applied Theatre

Gender roles which define individuals in modern society are powerful socio-cultural instruments which advertisers find attractive for targeting audiences. This study, anchored on Social Constructionism and Cultivation Theory examines the portrayal of gender roles in Nigeria, employing the mixed-methods research design, comprising quantitative content analysis, and focus groups and informant interviews, as qualitative methods; and using 64 television commercials (TVCs), 29 focus group discussants and five key informants, sampled purposively. Findings reveal that while men and women are depicted in advertising using traditional gender roles ingrained in prevailing social norms, the portrayals are strictly in gender binary and stereotypical, in spite of global changes in gender roles, potentially perpetuating traditional gender roles and reinforcing gender inequality. Findings also show that between gender roles portrayed in TVCs and those in people's experiential life, there is often no correlation, suggesting the imperative for advertisers to always reflect gender norms obtainable in people's experiential life. Further findings reveal that although practitioners are sceptical of gender stereotypes, guidelines regulating advertising portrayals of gender roles appear fuzzy. The study recommends that advertisers must eschew gender stereotypes, strive for inclusivity and responsible messaging and be sensitive to the socio-cultural dynamics that impact advertising. It further recommends that Nigeria's advertising ombudsman the advertising regulatory council of Nigeria (ARCON) must raise the ante in the fight against gender stereotyping by embarking on consumer enlightenment campaigns, enacting stringent guidelines and policing practitioners in the industry more effectively

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