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Communication and Gender Studies! Stray Quiz

Recall that we discussed gender landscape and media landscape in class, explaining the relationship between the two. I once mentioned that the gender landscape in the developing world features primarily the binaries while the picture in developing society features non-binary landscape. This affects media content which reflects the society.

I recall mentioning that the topic “gender and advertising” is one common teaching in this course that we will not spend time in class discussing. We have new areas to explore in gender studies. But there’s a quiz currently going in a lower class and intend to use your analysis of the adverts below to grade the students.

I would like you to take a close look at the select adverts and images below, then give a line or two on how the adverts portrayed gender stereotypes. What are the adverts saying about men and women in the society in terms of stereotypes? Also note that one or two of the adverts attempted to reverse the gender roles in the society which could create a kind of culture shock. They reversed the roles to achieve creativity but that may affect easy understanding of the advert, depending on the target audience. Please do a quick analysis of each of the adverts, telling us which stereotypes they portrayed and which one they reversed.

Then watch the video below and mention at least four adverts that portrayed gender stereotypes among them.

Deadline is Monday night (10.30pm)

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8. WATCH VIDEO below

 

Deadline is Monday night (10.30pm)

The Author

Chinenye Nwabueze

He is a Senior Lecturer in the Department of Mass Communication, Chukwuemeka Odumegwu Ojukwu University, COOU, (formerly Anambra State University), Igbariam Campus.

13 Comments

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  1. Okoro ifeanyi zion 2013/05/p/012

    1)photography 1 is potraying that women do everything thing at home .( Binary )
    2)photography 2 non binary serotype and it is reversed because men who are supposed to get drunk not a woman
    3)photography 3 is potraying that kids and wemen consumes noodles more .
    4)photographs 4 is a culture shock because is potraying that a man can be pregnant and it is not so in binary land scape.( non binary sterotype )
    5) photography 6 is potraying that it is a man’s duty to keep the house clean,( non binary sterotype).
    6 photography 7 this one is potraying that it in place a every woman to prepare meals for the family and it also in there place to create early window role for the femaleness ( girl child ) as seen in the photograph.

  2. NTOMCHUKWU FESTUS CHIGOZIE

    Gender stereotypes are widely and popularly judgements or biases about persons or groups as it concerns sexuality – male and female. The judgement or bias are not always accurate however and so could cause unequal and unfair treatment due to their gender.
    The adverts portrayed the gender stereotypes or masculine and feminine folks but amounts to reversal of the societal understanding or belief system resulting into the unfairness or unequal treatment.
    (1) The first advert as a stereotype bed, bath and beyond portrayed a model which is gender shocking. This is best described as transgender as the advert portrays a person identified to perform several actions at a go. This is a deviation from the belief of the society thereby creating gender shock which is reversal of the stereotype. (non binary)
    (2) The second advert or a naughty girl portrays an abnormality. it is gender shocking as the feminine display portray her in a glass filled with content like beer meaning she is drunk. This is reverse of societal belief. (non binary)
    (3) The third advert on indomie portrays gender stereotype, a normal feminine functionality in a society. (binary)
    (4) The absolute world is a reverse of society culture. A man becoming pregnant instead of the woman, its not natural and cannot fit into the society norm. it portrays a reverse on the gender stereotype. It is culture shock (non binary)
    (5) Milk with flair. the advert is a portrayed of a gender stereotype showing the function, performance and beauty of the cream while protecting the femininity and privacy of the female. (binary)
    (6) A clean house, an advert portraying gender stereotype that men can undertake to make the home better and cleaner to the opposite sex.it is of the occupation stereotype as a gender (non binary)
    (7) A reverse of gender stereotype (occupation). It is a reverse of the society belief as women do not put on corporate wear while in the kitchen to cook and making of calls is out of the question( non binary)
    (8) The four gender stereotypes that i identified in the video are: (9) personality traits stereotype:
    The aggressiveness and self confidence of male folk is portrayed as the video of the Bacco cement unveiled
    (8)occupation stereotype:
    The gender of the occupation stereotype as the Guinness advert is of the air commercial showing the pilot and masculine gender.
    (4)Domestic Behaviour:
    An advert on blue band which portrays women as very caring and home managers.
    (3) Physical Appearance:
    The advert is on MTN where the feminine gender is portrayed in her gracefulness, her dressing and hairstyles and make-up.

  3. Media Landscape, Stereotypes and Gender: A Brief Analysis

    By Onyima, Anthony
    Reg. No: 2016051005

    Every day we consciously and unconsciously make judgments about people based on previously formed opinions and attitudes about such people. These attitudes and opinions were socially learned through the society’s culture. As people grow up within their culture, they tend to unconsciously look at the world through the prism of their norms, tradition and customs. These attitudinal norms and customs through which we assign certain attributes to another person solely on the basis of class or category to which the person belongs is called stereotype (Tower, 1985). A society makes and perpetuates its stereotypes. Stereotypes (which are actually pictures in our heads) rob people of their individuality. In communication process, people tend to remember information that supports a stereotype but may not recall information that contradicts their stereotypes (Hamilton, Sherman & Ruvolo, 1990).

    A number of studies have shown that media landscape is suffused with contents in which women are stereotyped as sex objects, home makers, fashion/beauty crazy people, incompetent and not being able to take meaningful life decisions. The men, on the other hand, are portrayed as always reasonable, focused, goal-getters, CEOs etc. According to Giddens (2001), the “objectification of women through the media, fashion and advertising turns women into sexual objects whose main role is to please and entertain men”. Other studies supporting this position include Fullerton & Kendrick (2000), Neto & Pinto (1988) and Furnham & Mak (1999). Ndolo (2011) observes that media industry thrives on female stereotypes adding that images of women as preoccupied with beauty, sex appeal, fashion and youth abound in advertising messages directed at the mass audience.
    It is against this background that one can begin to analyze the commercials as follows:

    1.Advert No. 1 (Bed Bath & Beyond):
    This advert is a classic portrayal of women as homemakers. The advert has a woman with six hands with different home appliances thus depicting the multi-tasking jobs women do at home. The advert is essentially advertising various appliances that will help women in home chores particularly during holidays when many entertainments are held.

    2.Advert No. 2 (Naughty Girl):
    The copy advertises Ale drink with a picture of a mermaid swimming out of a glass of Ale. The model is dressed to depict naughtiness as the name of the drink. The woman is portrayed as sexy.

    3.Advert No. 3 (Indomie Instant Noodles):
    With a captivating line – ‘Mum like no other. Noodles like no other’, the advert is about Indomie brand of noodles. With a photograph of two women and two children, the advert portrays a family but discriminates against men. The photograph gives the impression that only women are in-charge of homes.

    4.Advert No. 4 (In an Absolut World):
    This advert typifies a gendered world. It advertises a vodka drink called ‘Absolut Vodka’. With a simple layout, design and intriguing caption, the advert shows a typical gendered family in a Western world. Here family means a pregnant man, a woman and a dog. The advert reverses roles and will be a culture shock in conservative societies in Africa.

    5.Advert No. 5 (Milk with Flair):
    Very creative and beautiful in terms of design and layout, the advert is about “Fairlife Milk’. The attraction is in the slim and beautiful model whose gown is drawn with milk. The flair milk gown reveals more than it conceals and it is in line with Giddens’ (2001) assertion that “objectification of women through the media, fashion and advertising turns women into sexual objects whose main role is to please and entertain men”.

    6.Advert No. 6 (Ms. Clean):
    This advert, which advertises a dish washing detergent reverses the typical role society ascribes to women i.e housekeeping. In the advert a man is depicted washing dishes. His comment: “My wife works hard and deserves to come home to a clean house. That’s why I use Ms. Clean product, because a happy wife means a happy life”, portrays him as a full time homemaker while the wife pursues her career. This advert can only be acceptable in a multi-gendered Western society and will be regarded as degrading for men in African societies, which have culturally and socially assigned housekeeping role to women.

    7.Advert No. 7 (Lady in suit):
    Without a body copy, the advert says a lot. It depicts a woman in the kitchen cooking while the daughter watches. The stereotype is not the typical woman assigned to the kitchen. Being in suit (a corporate wear) and making phone call and cooking at the same time depicts the woman as multi-tasking and having the best of the two worlds – career and home keeping.

    The FOUR videos that portray gender stereotypes are listed below. All the four videos have all male characters who are portrayed as macho and are meant for hard work.
    a.Advert No. 10; Gulder (Get the Taster).
    b.Advert No. 9; Bagco Bag (We no go agree).
    c.Advert No. 8; My friend Udeme (Guinness Stout).
    d.Advert No. 5; Panadol Extra (Oga for strong strong headache).

    References

    Furnham, A. & Mak, T. (1999). Sex-role Stereotyping in Television
    Commercials: A Review and Comparison of Fourteen Studies Done on
    Five Continents over 25 Years. Sex Roles, 41:413-437
    Fullerton, I. & Kendrick, A. (2000). Portrayal of Men and Women in U.S
    Spanish-language Television Commercials. Journalism Quarterly, 33
    (1): 138-146.
    Giddens, A. (2001). Sociology, 4th edition. Cambridge, UK: Polity Press

    Hamilton, D. A.; Sherman, S. Y.; & Ruvolo, C. M. (1990).
    Stereotyped-based Expectancies: Effects on Information Processing
    and Social Behaviour. Journal of Social Issues, 46:35-60.
    Ndolo, I. (2001). Contemporary Issues in Communication and Society.
    Enugu: Rhyce Kerex Publishers.
    Neto, F. & Pinto, L. (1998). Gender Stereotypes in Portuguese Television
    Advertisements. Sex Roles, 39:153-164
    Tower, G. (1986). Attitude Change. Ontario: Addison-Wesley.

  4. Ekwunife Rosemary Obianuju

    1.BED BATH AND BEYOND
    This advert simply shows that all the house chores are to be done by women. It also shows how special and strong women are, and with a woman in the house, everywhere will be very neat and clean.
    (Binary stereotype)

    2.NAUGHTY GIRL
    Is about a woman under the influence of alcohol in a nude manner. It show how bad a woman’s behavior can be when she is under the influence of alcohol and it can make her to deviate from what is expected of her.
    (non binary stereotype)

    3.MUM LIKE NO OTHER -NOODLE LIKE NO OTHER The target audiences are women and children. They are the ones that likes noodles more and can be satisfied with the little and light food,unlike most African men who prefers heavy food.
    (Binary stereotype)

    4.IN AN ABSOLUT WORLD
    The advert shows a pregnant man, rather with his wife. It is a reverse in the gender role because it’s abnormal and strange for a man to be pregnant.
    (Non binary stereotype)

    5.MILK WITH FLAIR
    The advert is showing how strong, wide and powerful the milk is. Using a woman on the advert shows how interesting the milk is.
    (Binary stereotype)

    6.MS CLEAN
    Is a reverse in gender role because in our African culture, it’s a woman’s work to clean the house not the order way round. And men are known to be working hard than women.
    (non binary stereotype)

    7.WORKING CLASS WOMAN THAT IS PREPARING MEAL
    The advert is saying that no matter the level or class a woman may find herself that it should not deprive her from cooking for the family. Again, women should be a good example to her children especially her female children.
    (Binary stereotype)

    Adverts that portrayed gender stereotypes among them are:

    Advert 4.Blue Band(step by step)
    Advert 5.Panadol extra (oga for strong headache )
    Advert 6.Kanu and son(peak milk)
    Advert 7.Nimee Noodles (Boom Sha share)

  5. Ekwunife Rosemary Obianuju

    1.BED BATH AND BEYOND
    It shows that all the house chores are to be done by women. The advert also tells how special and strong women are, and with a woman in the house, all the house chores will be attended to and everywhere will be very neat and clean.
    (Binary stereotype)

    2. NAUGHT GIRL
    This advert is about a woman under the influence of alcohol in a nude manner. It tells how bad a woman’s behavior can be when she is under the influence of alcohol and it can make her to deviate from what is expected of her.
    (non binary stereotype)

    3.MUM LIKE NO OTHER-NOODLES LIKE NO OTHTER(INDOMIE)
    The target audience are women and children. They are the ones that likes noodles more and can be satisfied with little and light food. Unlike most African men who prefers heavy food.
    (Binary stereotype)

    4.IN AN ABSOLUT WORLD
    This advert shows a pregnant man with his wife. It is a reverse in gender role because it’s abnormal and strange for a man to be pregnant. Again, men are known to be working hard than women.
    (non binary stereotype)

    5. MILK WITH FLAIR
    The advert shows how strong, wide and powerful the milk is. Using a woman on the advert shows how interesting the milk is.
    (Binary stereotype)

    6.MS CLEAN
    This advert is a reverse in gender role because in our African culture, it is a woman’s work to clean the house not the order way round.
    (non binary stereotype)

    7.WORKING CLASS WOMAN,COOKING FOR HER FAMILY
    The advert is showing that no matter the level or class a woman may find herself that it should not deprive her from cooking for the family. The woman should be a good example for her children especially her female children.
    (binary stereotype)

    Adverts that portrayed gender stereotypes among them are :

    Advert 4.Blue Band (step by step)

    Advert 5.Panadal extra(oga for strong headache)

    Advert 6. Kanu and sons(peak milk)

    Advert 7. Nimee Noodles(Boom sha sha)

    Advert 10. Get the taste(gulder)

  6. PORTRAYALS OF GENDER STEREOTYPES IN SOME SELECTED ADVERTISEMENTS AND IMAGES
    BY
    OKOYE JUDE V.C.
    DEPARTMENT OF MASS COMMUNICATION CHUKWUEMEKA ODUMEGWU OJUKWU UNIVERSITY IGBARIAM

    Briefly, the United Nations Human Rights Office of the High Commissioner (2014) defines stereotype as a generalized view or preconception about attributes or characteristics that are or ought to be possessed by members of a particular social group. It can also be seen as roles that are or should be performed by members of a particular social group.
    Consequently, the office defines gender stereotype as a generalized view or preconception about attributes or characteristics that are or ought to be possessed by women and men or the roles that are or should be performed by men and women. Gender stereotypes can be positive and negative, for example, “men are strong”, and “men are crawlers”.
    Gender stereotyping is the practice of ascribing to an individual man or woman specific attributes or roles by reason of his or her membership of the social group of men or women. A gender stereotype is, at its core, a belief system and that belief can cause the holder to make assumptions wrongly or rightly about members of the subject group. In contrast gender stereotyping is the practice of applying that stereotypical belief to a person.
    Gender stereotyping is common in advertising and it serves some necessary functions in society by reflecting traditional roles about men and women. It can also depict some negative portrayals attracting disapprovals.
    Analysis of select advertisements
    1. BED BATH AND BEYOUND: This AD, is selling a range of hospitality services, perhaps of a guest house or a restaurant offering accommodations, foods, etc. The model is a beautiful young woman playing the role of a waiter. This signifies the typical traditional role of the feminine gender as a better care giver. It is an application of the gender stereotypical belief that women should take care of the domestic front. Again it indicates that the room services in hospitality and entertainment industry are jobs typical of the members of the feminine gender. The use of the fine lady suggests sensual pleasure because the copy says “and beyond”, a subtle sexual objectification of the model.
    2. NAUTHY GIRL: This AD has an explicit message of a beautiful mermaid clad in bikini and swimming in a glass of beer. Beer drinking and woman signify male gender indulgence, sensual and sexual pleasure which the consumers of the brand are sure to derive. The AD depicts gender stereotypical belief that women are sex objects, only suitable for men’s relaxation. Of course in a typical African setting a mermaid swimming in a glass of beer signifies evil spirit and this is enough to make the AD campaign to flop.
    3. MUM LIKE NO OTHER: This Indomie noddles AD portrays the members of the feminine gender as having the role of child bearing and management of the domestic front, cooking and taking care of the household.
    4. IN AN ABSOLUTE WORLD is an attempt to reverse gender roles. The pregnant male model and the slim cute female model signify gender roles reversal. The AD can be counted for its comic value. Sex role of procreation is biological and the same for every culture.
    5. MILK WITH FLAIR: This AD attempts to show how pleasurable drinking the milk brand it sales can be. It therefore uses a lady showcasing her slim smooth body to depict the message of pleasure. This signifies a gender stereotypical belief and portrayal of the gender role of the woman as sex objects.
    6. A CLEAN LIFE IS A SIGN OF GOOD LIFE reverses the typical role of the male gender as the boss of the household. Here the man wearing the kitchen apron and doing domestic works signifies housekeeping. This is a western stuff though, the AD may not sale or air in Africa.
    7. No 7 AD portrays a dual role for the female gender. The model being corporately dressed and answering a call from a cell phone while cooking indicates that she works to earn a living. Being found in the kitchen shows her also in charge of the domestic front, perhaps a single mother as her boy sitting in the background may indicate.
    VIDEO ANALYSIS
    1. PAPILO AD portrays the members of the female gender majorly as housekeepers but they can as well engage in petty trading to keep busy and keep watch over the progress of their children.
    2. BLUE BAND AD portrays the members of the female gender as housekeepers without other roles.
    3. PANADOL EXTRA AD portrays the members of the male gender as strong, tough and cable of doing hard labor.
    4. BAGCO SUPERBAG AD portrays the members of the male gender as tough, strong, hardworking, sensible, unemotional and intelligent.

  7. Ekwunife Rosemary Obianuju

    1.BED BATH AND BEYOND
    It shows that all the house chores are to be done by women. The advert also tells how special and strong women are, and with a woman in the house, all the house chores will be attended to and everywhere will be very neat and clean.
    (Binary stereotype)

    2. NAUGHT GIRL
    This advert is about a woman under the influence of alcohol in a nude manner. It tells how bad a woman’s behavior can be when she is under the influence of alcohol and it can make her to deviate from what is expected of her.
    (non binary stereotype)

    3.MUM LIKE NO OTHER-NOODLES LIKE NO OTHTER(INDOMIE)
    The target audience are women and children. They are the ones that likes noodles more and can be satisfied with little and light food. Unlike most African men who prefers heavy food.
    (Binary stereotype)

    4.IN AN ABSOLUT WORLD
    This advert shows a pregnant man with his wife. It is a reverse in gender role because it’s abnormal and strange for a man to be pregnant. Again, men are known to be working hard than women.
    (non binary stereotype)

    5. MILK WITH FLAIR
    The advert shows how strong, wide and powerful the milk is. Using a woman on the advert shows how interesting the milk is.
    (Binary stereotype)

    6.MS CLEAN
    This advert is a reverse in gender role because in our African culture, it is a woman’s work to clean the house not the order way round.
    (non binary stereotype)

    7.WORKING CLASS WOMAN,COOKING FOR HER FAMILY
    The advert is showing that no matter the level or class a woman may find herself that it should not deprive her from cooking for the family. Again,that she should be a good example to her children especially her female children.
    (Binary stereotype)

    Adverts that portrayed gender stereotypes among them are :

    Advert 4. Blue Band(step by step)

    Advert 5. Panadol extra (oga for strong headache)

    Advert 6. Kanu and son(peak milk)

    Advert 7. Nimee Noodles (Boom sha sha)

  8. PORTRAYALS OF GENDER STEREOTYPES IN SOME SELECTED ADVERTISEMENTS AND IMAGES
    BY
    OKOYE JUDE V.C.
    DEPARTMENT OF MASS COMMUNICATION CHUKWUEMEKA ODUMEGWU OJUKWU UNIVERSITY IGBARIAM

    Briefly, the United Nations Human Rights Office of the High Commissioner (2014) defines stereotype as a generalized view or preconception about attributes or characteristics that are or ought to be possessed by members of a particular social group. It can also be seen as roles that are or should be performed by members of a particular social group.
    Consequently, the office defines gender stereotype as a generalized view or preconception about attributes or characteristics that are or ought to be possessed by women and men or the roles that are or should be performed by men and women. Gender stereotypes can be positive and negative, for example, “men are strong”, and “men are crawlers”.
    Gender stereotyping is the practice of ascribing to an individual man or woman specific attributes or roles by reason of his or her membership of the social group of men or women. A gender stereotype is, at its core, a belief system and that belief can cause the holder to make assumptions wrongly or rightly about members of the subject group. In contrast gender stereotyping is the practice of applying that stereotypical belief to a person.
    Gender stereotyping is common in advertising and it serves some necessary functions in society by reflecting traditional roles about men and women. It can also depict some negative portrayals attracting disapprovals.
    Analysis of select advertisements
    1. BED BATH AND BEYOUND: This AD, is selling a range of hospitality services, perhaps of a guest house or a restaurant offering accommodations, foods, etc. The model is a beautiful young woman playing the role of a waiter. This signifies the typical traditional role of the feminine gender as a better care giver. It is an application of the gender stereotypical belief that women should take care of the domestic front. Again it indicates that the room services in hospitality and entertainment industry are jobs typical of the members of the feminine gender. The use of the fine lady suggests sensual pleasure because the copy says “and beyond”, a subtle sexual objectification of the model.
    2. NAUTHY GIRL: This AD has an explicit message of a beautiful mermaid clad in bikini and swimming in a glass of beer. Beer drinking and woman signify male gender indulgence, sensual and sexual pleasure which the consumers of the brand are sure to derive. The AD depicts gender stereotypical belief that women are sex objects, only suitable for men’s relaxation. Of course in a typical African setting a mermaid swimming in a glass of beer signifies evil spirit and this is enough to make the AD campaign to flop.
    3. MUM LIKE NO OTHER: This Indomie noddles AD portrays the members of the feminine gender as having the role of child bearing and management of the domestic front, cooking and taking care of the household.
    4. IN AN ABSOLUTE WORLD is an attempt to reverse gender roles. The pregnant male model and the slim cute female model signify gender roles reversal. The AD can be counted for its comic value. Sex role of procreation is biological and the same for every culture.
    5. MILK WITH FLAIR: This AD attempts to show how pleasurable drinking the milk brand it sales can be. It therefore uses a lady showcasing her slim smooth body to depict the message of pleasure. This signifies a gender stereotypical belief and portrayal of the gender role of the woman as sex objects.
    6. A CLEAN LIFE IS A SIGN OF GOOD LIFE reverses the typical role of the male gender as the boss of the household. Here the man wearing the kitchen apron and doing domestic works signifies housekeeping. This is a western stuff though, the AD may not sale or air in Africa.
    7. No 7 AD portrays a dual role for the female gender. The model being corporately dressed and answering a call from a cell phone while cooking indicates that she works to earn a living. Being found in the kitchen shows her also in charge of the domestic front, perhaps a single mother as her boy sitting in the background may indicate.
    VIDEO ANALYSIS
    1. PAPILO AD portrays the members of the female gender majorly as housekeepers but they can as well engage in petty trading to keep busy and keep watch over the progress of their children.
    2. BLUE BAND AD portrays the members of the female gender as housekeepers without other roles.
    3. PANADOL EXTRA AD portrays the members of the male gender as strong, tough and capable of doing hard labor.
    4. BAGCO SUPERBAG AD portrays the members of the male gender as tough, strong, hardworking, sensible, unemotional and intelligent.

  9. Ekwunife Rosemary Obianuju

    1.BED BATH AND BEYOND
    It shows that all the house chores are to be done by women. The advert also tells how special and strong women are, and with a woman in the house, all the house chores will be attended to and everywhere will be very neat and clean.
    (Binary stereotype)

    2. NAUGHT GIRL
    This advert is about a woman under the influence of alcohol in a nude manner. It tells how bad a woman’s behavior can be when she is under the influence of alcohol and it can make her to deviate from what is expected of her.
    (non binary stereotype)

    3.MUM LIKE NO OTHER-NOODLES LIKE NO OTHTER(INDOMIE)
    The target audience are women and children. They are the ones that likes noodles more and can be satisfied with little and light food. Unlike most African men who prefers heavy food.
    (Binary stereotype)

    4.IN AN ABSOLUT WORLD
    This advert shows a pregnant man with his wife. It is a reverse in gender role because it’s abnormal and strange for a man to be pregnant. Again, men are known to be working hard than women.
    (non binary stereotype)

    5. MILK WITH FLAIR
    The advert shows how strong, wide and powerful the milk is. Using a woman on the advert shows how interesting the milk is.
    (Binary stereotype)

    6.MS CLEAN
    This advert is a reverse in gender role because in our African culture, it is a woman’s work to clean the house not the order way round.
    (non binary stereotype)

    7.WORKING CLASS WOMAN,COOKING FOR HER FAMILY
    The advert is showing that no matter the level or class a woman may find herself that it should not deprive her from cooking for the family. Again, she should be a good example to her children especially her female children.
    (Binary stereotype)

    Adverts that portrayed gender stereotypes among them are :

    Advert 4.Blue Band(step by step)

    Advert 5. Panadol extra (oga for strong headache)

    Advert 6. Kanu and Son(peak milk)

    Advert 7. Numerous Noodles (Boom sha sha)

  10. chukwuebuka chukwuemeka

    ANALYSIS OF THE ADVERTS BY CHUKWUEBUKA CHUKWUEMEKA
    1. Bed Bath and Beyond: The piece is a binary based stereotype depicting the numerous roles assigned to the feminine gender at home.
    2. Indomie: This is another binary based stereotype pegging childcare and kitchen affairs to the feminine gender.
    3. Naughty Girl: This is another binary gender based stereotype connecting consumption of alcohol to loose morals and women. Seduction is feminine in our culture.
    4. In an Absolute World: Women get pregnant and bear children and not the men. This will certainly cause a culture shock in our society. It is non-binary based
    5. Milk with flair: The advert projects the feminine quality of good and nourished life to the consumption of Fairlife brand of milk. It is binary gender based.
    6. Mrs. Clean: This stripe completely reverses the masculine/feminine role in binary gender society. House chores reserved for the feminine gender is assigned to masculine.
    7. The 7th piece: This binary gender based piece affirms the acronym “W.E.E.K”-Women’s Education Ends in Kitchen. No matter the height a woman attains, her place is still in the kitchen.

    THE VIDEO: The following video clips have gender stereotypes
    1. Gulder Beer
    2. Bagco
    3. Guinness
    4. Mimee Noodles
    5. Peak milk
    6. Panadol Extra
    7. Blue Band

  11. Ekwunife Rosemary Obianuju

    1.BED BATH AND BEYOND
    It shows that all the house chores are to be done by women. The advert also tells how special and strong women are, and with a woman in the house, all the house chores will be attended to and everywhere will be very neat and clean.
    (Binary stereotype)

    2. NAUGHT GIRL
    This advert is about a woman under the influence of alcohol in a nude manner. It tells how bad a woman’s behavior can be when she is under the influence of alcohol and it can make her to deviate from what is expected of her.
    (non binary stereotype)

    3.MUM LIKE NO OTHER-NOODLES LIKE NO OTHTER(INDOMIE)
    The target audience are women and children. They are the ones that likes noodles more and can be satisfied with little and light food. Unlike most African men who prefers heavy food.
    (Binary stereotype)

    4.IN AN ABSOLUT WORLD
    This advert shows a pregnant man with his wife. It is a reverse in gender role because it’s abnormal and strange for a man to be pregnant. Again, men are known to be working hard than women.
    (non binary stereotype)

    5. MILK WITH FLAIR
    The advert shows how strong, wide and powerful the milk is. Using a woman on the advert shows how interesting the milk is.
    (Binary stereotype)

    6.MS CLEAN
    This advert is a reverse in gender role because in our African culture, it is a woman’s work to clean the house not the order way round.
    (non binary stereotype)

    7.WORKING CLASS WOMAN,COOKING FOR HER FAMILY
    The advert is showing that no matter the level or class a woman may find herself that it should not deprive her from cooking for the family. Again, she should be a good example to her children especially her female children.
    (Binary stereotype)

    Adverts that portrayed gender stereotypes among them are :

    Advert 4. Blue Band(step by step)

    Advert 5. Panadol extra (oga for strong headache)

    Advert 6. Kanu and son(peak milk)

    Advert 7.Nimee Noodles (Boom sha sha)

    AAdvert 10. Get the taste (glider)

  12. Topic Analysis of how media advertisements portrays gender stereotypes
    Course communication and gender studies
    Agu, Ngozi Gloria
    1. The image in the first advert showed a woman carrying out all the domestic chores. A typical picture of women’s role in the family and society.
    2. The second image in the advert portrays “a slutty kind of woman” that seemed very irresponsible and depicts the opposite of what is expected of a woman in the society.
    3. The third advert shows the image of a woman who has the interest of her children and family at heart. It reflects an “ideal” mother in the society.
    4. The fourth advert is a total culture shock and a reverse of what a man and woman’s role should be in terms pregnancy. It is practically illogical for a man to be pregnant in the society.
    5. The fifth image shows a woman who exposed her body for an advert which very unacceptable and inappropriate especially in a binary society.
    6. The sixth advert shows a man carrying out some domestic chores. The advertisement is a reversed case of the stereotyped functions of a man in the society.
    7. The seventh advert depicts a woman who is capable of joggling both domestic chores with her official duties. This is normally seen as an impossible task for a woman in the society.
    8. The Video clip in number eight showcased top ten most popular Nigerian commercial media advertisement with a brief analysis on how each advert massage and content impacted positively on the target audience.
    The video advert that portrayed gender stereotype are:
    1. Peak milk advert
    2. Guilder advert
    3. Panadol extra advert
    4. Indomie noodle advert
    5. Mimee noddle advert
    6. Baco cement advert.

  13. Topic Analysis of how media advertisements portrays gender stereotypes
    Course communication and gender studies
    Agu, Ngozi Gloria
    1. The image in the first advert showed a woman carrying out all the domestic chores. A typical picture of women’s role in the family and society.
    2. The second image in the advert portrays “a slutty kind of woman” that seemed very irresponsible and depicts the opposite of what is expected of a woman in the society.
    3. The third advert shows the image of a woman who has the interest of her children and family at heart. It reflects an “ideal” mother in the society.
    4. The fourth advert is a total culture shock and a reverse of what a man and woman’s role should be in terms pregnancy. It is practically illogical for a man to be pregnant in the society.
    5. The fifth image shows a woman who exposed her body for an advert which very unacceptable and inappropriate especially in a binary society.
    6. The sixth advert shows a man carrying out some domestic chores. The advertisement is a reversed case of the stereotyped functions of a man in the society.
    7. The seventh advert depicts a woman who is capable of joggling both domestic chores with her official duties. This is normally seen as an impossible task for a woman in the society.
    8. The Video clip in number eight showcased top ten most popular Nigerian commercial media advertisement with a brief analysis on how each advert massage and content impacted positively on the target audience.
    The video advert that portrayed gender stereotype are:
    1. Peak milk advert
    2. Guilder advert
    3. Panadol extra advert
    4. Indomie noodle advert
    5. Mimee noddle advert
    6. Baco cement advert.

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