Gender and Communication studies! Outdoor Quiz

This is a continuation of our discourse on culture shock, gender and communication. Here we focus on gender stereotypes and advertising. Take a look at the adverts below and show a knowledge of gender issues in communication as expressed in the adverts.

Tell us what you think about the portrayal of men and women in the adverts below. Then identify the ones that displayed some form of culture shock in their portrayal of either men or women.

Provide your answers as in the comment section. The answers will not be made public until the deadline has elapsed.

1.

2

3.

4.

5

6.

7.

Deadline line for this quiz is Wednesday August 7 by 10pm. Make sure you write your name and registration number.

The Author

Chinenye Nwabueze

Nwabueze is a communication researcher with several years of lecturing experience in Nigerian universities.

14 Comments

Add a Comment
  1. OCHONMA UCHENNA JOHN
    2018052002

    Women in the advertisements above were portrayed in various ways.
    In the first advert ‘Bed Bath & Beyond’, the woman was seen carrying out domestic chores with zeal. With her multiple hands, she sliced ingredients, grounded, disposed used items into the waste bin and served food. In the indomie advert, the woman was also seen holding her family together, portraying dedication to family affairs as expected of a good housewife. The last advert also show a woman cooking despite being prepared for work which points out that role of most women in the adverts was associated with domestic work/family care.
    Asides this, in the ‘Naughty Girl’ advert, a pretty woman was shown in a mermaid form with an exposed cleavage and in the ‘ Milk and Flair’ advert, another pretty woman was shown in a short milk-like gown that almost exposed her genitals which suggested that apart from their beauty, they acted as sex objects;- with the exposed cleavage and short gown drawing attention to ‘sex appeal’
    On the other hand, men were given more comfortable roles in the adverts. In the advert ‘ In An Absolute World’, the man was portrayed as superior from his features of having a pot-belly, looking bolder when compared to his lean wife standing beside him. Also, in the other advert ‘Ms. Clean’, the man was associated with cleanliness which points out that men in the adverts were given more honourable and “less inferior” roles unlike women.
    Some of the advertisements anyway displayed some form of CULTURE SHOCK. In the ‘Ms. Clean’ advert, the man was seen doing some form of domestic work which is unlike men in Africa who are expected to take back seat when it come to such chores and in the advert ‘In An Absolute world’, the man seemed pregnant (tho in another look, seem to be a pot-belly) which will actually be very shocking to people in most countries of the world where women are associated with conception unlike men.

  2. one bad thing about stereotypes is that it doesn’t just rob people of their individuality, it strips their humanity away from them, that’s why you see so many people today trying to fit into a particular picture that stereotype presents to them.
    No1. Advert portrays that women are homemakers, it also advertise different home/kitchen appliances that women use at home.
    No2. The women is portrayed as sexsy. This is a mermaid model used to advertise the drink Ale.
    No3. This advert is about indomie brand of noodles. The photograph gives the impression that women are really in charge of home. “Mum like no other” THE difference is in the taste.
    No4. This advert reverses roles and will be a culture shock in some societies in Africa. It shows a pregnant men, a woman and a dog. This is typical gender family in the western world.
    No5. This advert is about “fairlife milk, this slim and beautiful model gown is drawn with milk, and it reveals more than it should conceal.
    No6. This advert which advertises a dish watching detergent reverses the typical role society ascribes to women. That is “house keeping” in this advert a man is seen watching dishes, “he says my wife works hard nd deserves to come home to a clean house” and that is why i use ms.clean product because a happy wife means a happy home. This also portrays him as fulltime homemaker/ housekeeper why the wife pursues her career. This particular adcert can only be seen or accepted in a multi gender western society.
    No7. This advert shows a woman on suit with her daughter in the kitchen. Making a phone call and cooking at the same time it portrays that women are multi tasking, career and homekeeping.

  3. Nlekuwa Chidinma Reg num 2018052001

    one bad thing about stereotypes is that it doesn’t just rob people of their individuality, it strips their humanity away from them, that’s why you see so many people today trying to fit into a particular picture that stereotype presents to them.
    No1. Advert portrays that women are homemakers, it also advertise different home/kitchen appliances that women use at home.
    No2. The women is portrayed as sexsy. This is a mermaid model used to advertise the drink Ale.
    No3. This advert is about indomie brand of noodles. The photograph gives the impression that women are really in charge of home. “Mum like no other” THE difference is in the taste.
    No4. This advert reverses roles and will be a culture shock in some societies in Africa. It shows a pregnant men, a woman and a dog. This is typical gender family in the western world.
    No5. This advert is about “fairlife milk, this slim and beautiful model gown is drawn with milk, and it reveals more than it should conceal.
    No6. This advert which advertises a dish watching detergent reverses the typical role society ascribes to women. That is “house keeping” in this advert a man is seen watching dishes, “he says my wife works hard nd deserves to come home to a clean house” and that is why i use ms.clean product because a happy wife means a happy home. This also portrays him as fulltime homemaker/ housekeeper why the wife pursues her career. This particular adcert can only be seen or accepted in a multi gender western society.
    No7. This advert shows a woman on suit with her daughter in the kitchen. Making a phone call and cooking at the same time it portrays that women are multi tasking, career and homekeeping.

  4. okoye chiamaka janefrancess

    OKOYE CHIAMAKA JANEFRACESS
    2018052003
    Before tackling the pictures, lets explain a bit of what CULTURE SHOCK is;Culture shock is a feeling of personal disorientation, initial crisis of understanding and adaption, someone experiences when suddenly confronted with an unfamiliar way of life, value system, attitudes and behavior.
    Advert 1: This advert explains the gender roles attributed to women/Female in the society, the woman in the picture is seen as a Cook, cleaner etc.
    2. Advert 2: This advert is a portrayal of culture shock because it is the males that are associated with drinking of beer/ alcohol not women and thats the reason behind the product name “NAUGHTY GIRL” because women who take beer are seen as being irresponsible.
    3. Advert 3: This advert showcases a woman as a mother, a cook and the children’s companion. it also portrays the roles attributed to women/female in the society.
    4.Advert 4: This advert is a culture shock because child birth is attributed to women and not men.
    5. Advert 5: it also portrays the roles attributed to the “female” because the female is usually seen as a cosmetics lover/ a beautifier unlike the male.
    6. Advert 6: This advert is also a culture shock because house chores/keeping the home clean is attributed to women/female.
    7. Advert 7: this advert is also one of the roles attributed to women as seen in the picture; a cook and mother.
    ADVERTS No. 2, 4, and 6 displays CULTURE SHOCK while
    ADVERTS No. 1, 3, 5 and 7 depicts the GENDER ROLES attributed to a particular sex(female).

  5. OCHUBA NKIRU MIRIAM

    OCHUBA NKIRU MIRIAM -2018052005. Advert no 1. Shows that women are naturally multi-tasked and associated with domestic work.Women always play the role of a housewife and often tomes depends on men for decision making. Advert no 2.Shows that the female gender is mostly connected with sex,beauty and desire to remain young.This constantly portrays women in television adverts as sex objects and appear more attractive. This is a stereotypical perception of women in the Society which television adverts are butterssing. Advert no 3. Shows that women always play the role of a mother and house wife whose duty it is to feed her children and husband and again associated with domestic work,while giving men leading roles,this is also a reflection of Nigerian culture with respect to how women are regarded. Advert no 4.Shows a man with pregnancy, even the standing posture, to me this is a culture shock. It’s not done,but with recent development of transgender,the man has chosen to be pregnant while the woman maintains her shape, looks slimmer and younger and becomes sexually available to the man. Advert no 5.Shows a seductive young female gender that shows that drinking such milk makes you look younger and appear more attractive. It is connected with sex, beauty and desire to be younger and this stereotype ends up being the way women are viewed by the Society. Advert no 6.Shows also a culture shock, men are not meant to be in the kitchen in Igbo land for example, but it is not so in Western world. Male gender takes major character in most Nigerian Television advertising and they play mostly the leading roles in Nigerian Television advertising. Advert no 7.Shows that no matter how educated, exposed, well-travelled and enlightened a woman is,her place is and will remain in the kitchen, and this is exactly what Prof.Okunna (1992)observed when she said that “a combination of cultural and religious factors has reduced African women to mere appendages of their male counterparts”. This was reflected in ad.No 7 which basically associated women with domestic work,while giving men leading roles.Type of women in this ad are regarded as bossy and insure at times.

  6. Communication and gender studies

    Culture shock is a lack of logical and physical agreement experienced by someone when they move to a new cultural environment. It could be also defined as momentary psychological and physical dissonance experienced when one move from familiar to an unfamiliar cultural environment. Culture shock could be intra-national or international. Intra-national is when you move from one state to another state within the same country and find way of life that is far different from what you have been used to. For instance, when you move from one culture to another you might see women being allowed to participate in some traditional meetings which is not common every where or you can see a woman overseeing a shrine as Agbala, which is also not seen everywhere. International level is when you travel from one country to another and meet with some strange way of life. For example, you see women being breadwinners, you see men running errands for their wives. These and more can lead to one being shocked at the first time of encountering such.

    Culture shock can be viewed from different angles, such as politics, religion, Mass media, etc.

    Gender on the other hand is the socio- cultural determined roles of males and females in any society. Gender has gone beyond being a male or female.

    One of the basic culture shock experiences that could exist in a genered environment is the accommodation of gender non-binaries in the western world. Imagine travelling to another country where lesbians and gays live as if nothing is wrong. This can cause one to be shocked initially. Mass media have ensure that their programme content reflect gender binary nature of the society. Looking at some traditions, women are not allowed to break kolanut or climb some trees such as palm trees.

    With reference to the advert shown in this content, women are being portrayed as superheroes. Women are seen doing lots of works for their families. These range from cooking, washing, taking care of the children and even working to earn living for the family. It is shown that what a man can do a woman do it well (advert no 2).

    Also in the advert, it was shown that what a woman can do, a man can also do as in advert 4 & 6.

    Picture 4 and 6 portrayed a culture shock. In advert no 4, men are not meant to be pregnant but the man in the advert is seeing pregnant. This alone can make one to be shocked.

    In advert no 6, the man is pictured washing up dishes which is not accepted in certain societies. I could remember watching a film where a Nigerian traveled to America to visit one of his relations, while staying with them, he discovered that his uncle who married a white woman was the one doing all the house chores while the woman sits in the parlour watching movies. This got the Nigerian man crazy. He felt that his uncle was under a spell. That is culture shock because you can count number of men in Nigeria who can do that for the wives.

    Culture shock is a recurring feature in gender and communication discourse. What is obtained in the developed country is not what is obtained in developing countries.

    NWEKE Felicia C.
    2018052004

  7. Ezennamuzie Juliet Chidiogo

    Picture one.
    This picture shows women as multi taskers. They cook, iron, wash,do the dishes and generally takes care of the house. This is typical in Africa where women are seen as nothing but house keepers. It is their matriarchal duty to take care of the home no matter how inconvenient it is for them.
    Picture two.
    This picture talks about the idea of women not allowed to take alcohol. In some cultures,women are not to be seen taking alcohol no matter how little. While in some culture, women are allowed to take alcohol without fear of judgement.
    Picture three.
    This picture shows mothers as cooks and care givers. The indomie brand always uses mothers in their advert. They portray mothers as cooks and people who know how best to take care of the home.
    Picture four.
    This is above normal. A man being pregnant is something unheard of. Though the picture is just a pictorial representation of some people’s culture. It is common knowledge that only women get pregnant and best children. What this picture portrays is the switching of duty. In the western world, a man can be anything and do anything he wishes to do without fear of judgement. There are no gender duty stereotypes where a particular role is strictly left for any gender. As there are in betweens, transgender,cross dressers etc, there fore there gender is non binary. The picture might mean a transgendered man and woman or just couples who are comfortable doing anything for themselves in their homes.
    Picture five.
    This picture portrays nudity in some cultures. In the western world, where anybody can wear anything and is not shamed, putting on an outfit that is revealing and skimpy as the one in the picture is a norm. But in Africa, it is difficult. A lady seen putting on something this revealing and skimpy gets a different attitude from people.
    Picture Six.
    A writing in this picture says ‘My wife works so hard and deserves to come home to a clean house. That’s why I use Ms.clean products. Because a happy wife means a happy life’. From this short quote, it can be seen that the man in the picture feels very comfortable and is very happy taking care of the house and doing the dishes. He has his apron on just as a woman would do and is happily doing his ‘womanly’ duties. The western man understands this and welcomes the act without grudge but same is not obtainable in Africa.
    Picture Seven.
    This picture is making the same portrayal of a woman as the care givers. But in this scenario, she is already dressed for work as a career woman but probably wanted to fix a quick breakfast and at the same time is making a phone call. She might be calling office to tell them she will be coming in late and her child is seen seated there in the kitchen. This is in sharp contrast to the first picture where the woman is seen as a full time house wife who has her hands full with home duties and has no time for her career or even herself.

    The seven pictures briefly interpreted above mean different things in different culture but there are some that constitute culture shock when encountered. Some of these are the fourth picture where a man is seen pregnant. It is foreign to humanity but some cultures now welcome it through transgender(where the female hormones and sexual organs are implanted and injected into a male body).Through transgender, a man can get pregnant and be delivered of his baby. Another picture that depicts culture shock is picture Six. In Africa, men are known to be hustlers and are expected to always be out there in the field making money for the money. In the other words, they are expected to do ‘the man thing’. But a man seen wearing apron and doing the dishes is a shock to African men who sees such duties as a woman’s duty and do not venture into it.
    Another picture that depicts culture shock is picture five. Africa promotes ‘decency’ and frowns at any lady seen putting on skimpy wears in the public. African culture has made it a norm that every part a lady’s body must be properly covered and we all have grown with that stereotyped mentality. But in the western world, bikinis, skimpy and mini skirts and gowns are publicly worn by ladies and nobody stops them on the way to advice or scold them and there are no prying eyes of the public hunting them. Finally, picture two which shows a lady sunk in a glass of alcohol will be a shock to a Saudi Arabian if he visits Nigeria. There women is not allowed to take alcohol in their country, in fact anywhere in the world but in Nigeria, anybody can take alcohol so long as you so not get drunk. Some religion also abhors alcohol while some welcomes it.

  8. Bartholomew Chinenye

    INTRODUCTION
    The advertising world is inundated with different types of stereotypes, ranging from gender and race to socioeconomic roles. Gender roles in commercials are especially prominent. Advertising often shapes cultural views and creates norms by introducing a product or service alongside an idea that makes that product desirable. In many cases, stereotypes are used simply because they are known to drive results for the company behind the advertisement. In other cases, stereotypes are used for legal reasons or to create an advertisement that is neutral and least likely to offend. Stereotypes can offer a safe solution for the advertiser in some cases, but increasing scrutiny can also lead to gender and cultural groups delivering negative feedback based on some common stereotypes in ads. Stereotypes in advertising are a sensitive subject, and they can deliver positive or negative results for the advertiser. Ultimately, stereotypes are judged on context; advertisers must proceed with caution when exploring messaging.
    What Is Stereotyping in Advertising?
    Stereotyping, by definition, is the over simplification of something that is more complex than it’s portrayed. In most cases, stereotypes apply to things or people, and they are excessively common in advertising. In reality, people are complex and cannot be defined by single role. In advertising, labels are commonly used to portray an individual or group of people in a very specific light. Gender stereotypes are among the most common in advertising.
    THE ADVERTS
    Despite the fact that today both men and women work outside the home, commercials continue to represent women as housewives, responsible for all household tasks. Pay attention to advertisements for cleaning supplies and you are likely to see a female playing the lead role. The “housewife” gender role that was common in the 1950s is still being displayed in many modern advertisements
    Many commercials reduce the figure of the woman to an object either sexual or as an ornament for men. Most beer commercials use women as a sex object as can be seen in picture 2 regarding the woman as a naughty girl. This could also be seen in the milk advert were the woman is regarded as a milk with flair
    This advert tells that despite a woman position in the society her place is still in the kitchen in this exactly what the women are trying to fight against.
    Children are often portrayed as cute and happy in advertising. Unlike gender and racial stereotypes, kids are often portrayed in a way that appeals to their parents, the decision makers. Products and services are positioned to solve a problem for the parents.
    Culture shock is being portrayed in Picture 4 where the man is seen carrying pregnancy instead of the woman. Another culture shock is seen in picture 6 where the man is the one doing the house chores with the intention of tidying the house so that the woman can come back to a clean house after work in this part of the world this is frowned at and when seen causes culture shock.

    BARHOLOMEW CHINENYE .E.
    REG.ISTRATION NO. 2018052009

  9. Uzor Ugonwa
    2018052014
    My thoughts on the roles of men and women as depicted in the ads are as follows.
    1. The first ad shows all these different chores done by the hands of one woman. She looks happy and that shows that the idea of women doing these chores are accepted as normal and encouraged by the society, thus limiting house chores to only the female folk.

    2. It is not very usual a beer ad to be themed on a woman. This one features a lady, probably drunk, with a fishtail. Now, this comes across as a culture shock, because, given that the ads most alcoholic beverages are casually masogynist, a woman isn’t exactly your first thought when it comes to beer ads in general.

    3. This one shows mothers and children in an indomie ad. This is stereotypical, as though the noodles are not intended for the male folks.

    4. This one is a huge culture shock, in that it depicts reverse gender roles, an intoxicated effect of what happens “In An Absolut World” under the influence of the Absolut vodka.

    5. This one a blonde in a ‘milk’ dress. The female in ad symbolizes how ‘sexy’ the nutrition and vitality that the milk drink offers can be.

    6. This one shows a man doing the dishes. This is a gender role switch as it is a duty the society expects of a woman.

    7. This one portrays the changing role of women in the society; the role of being both house wife and career woman at the same time. Because of cultural diversity, the world today is gradually gaining acceptance of this. That’s what makes it a culture shock.

  10. IWUAFOR CHINECHEREM NKIRUKA

    The portrayal of the roles of women in the society can be observed from the 2nd advert picture with the inscription “BED, BATH AND BEYOND” that showed a woman who was multi tasking and carrying out almost all the house chores at the same time. Then the 7th advert picture that showed a woman who was jostling between a white collar job and taking care of the duties in the home front at the same time . This is indeed typical of the duties expected of women in the society. The ability to take care of virtually everything in the home while the man sits as a king. This is perceived as being normal.

    The 3rd advert contains a picture of a person who is supposed to be a mermaid in a bottle of drink. A female figure was used for this purpose. this is based on the belief that mermaids are females and never males.
    The advert picture that was all about Indomie noodles made use of women and children. This was meant to buttress the fact that it is the perceived role of women in the Afican society to prepare and make food available for their children.

    The advert pictures that displayed some forms of culture shock in their portrayal of either men or women are: the number one advert where a man is seen being a pregnant. This is indeed a culture shock because the “normal” expectation in the society is that a woman should be the one getting pregnant and not the man especially in Africa societies.
    The 6th advert also displayed some form of culture shock because it contains a picture where a man is seen wearing an apron and washing the dishes in the kitchen. This is a duty which is perceived in African setting as purely a woman’s duty. so, for an average African seeing the advert, it will generate a form of cultural shock since it is not perceived a “normal” males duty in African setting.

    IWUAFOR CHINECHEREM NKIRUKA
    REGISTRATION NUMBER: 2018052008

  11. OBED-IBE CHUKWUNANU

    Name: OBED-IBE CHUKWUNANU

    REG NUMBER: 2018052011

    1) The advert is portraying women as
    multitasking people that can do a lot of things at the same time. Its saying that the are strong enough to take up a lot of responsibility at ones and come out successfully fine in all.

    2) The woman is seen as the center of attraction. They are using her to market the main product. Imagine seeing a mermaid you will like to know what the whole thing is all about. The culture shock in it is that here in Africa we are not open to this kind of believe of mermaids but in Asia they are open to it. This is a culture shock to Africans because the see it as something bad.

    3) In the advert you will see that women is seen as the source of joy to the stomach. “Mum like no other” she is seen as the only person that can take care of the meal in the home. She is seen as someone that makes the kids more happy in the home. She is seen as the person who takes her time to take care of the kids and listen to there problems.

    4) This is a culture culture shock. A man is pictured to be pregnant while the woman is not. Under normal circumstances the woman is the one that should be pregnant not the man. Here the are saying its not only the woman’s job to take care of babies and pregnancy, that a man can also do so. In the western world this is very much possible but in Africa its a very big culture shock seeing a man doing the duties of a new born baby.

    5) The woman that is used in the advert will get more attention of people to the product that the company is trying to sell. People won’t look at the milk at first instead the will look at the will concentrate at the half necked woman in the advert. With this you have already gotten the attention of many. It also contains culture shock in Africa women see like this are seen as irresponsible women because of the tradition of the land. In western world nothing is wrong with how she looks. Its there way of life.

    6) The advert is portraying a man to be able to do the house chores or domestic duties in the home. Its also a culture shock because men in Africa are seen as the head of the house and family. His job is to provide money for the family and not do the house chores. In the west it is possible but here is a no go area.

    7) In this advert its portraying a working class mum and still makes out time to take care of her home. In the advert you will find out that she is on phone while cooking. The daughter in the other hand waiting for the meal which the mum is cooking.
    Gender is the role you play not sex. You discover that the woman is playing two roles in the family, taking care of her domestic duties and also fending for the family. This clearly tell you that its not every woman that sits down at home thinking that her only job is to take care of the family.

  12. IGWE JEMILLIAN UCHECHUKWU

    IGWE JEMILLIAN UCHECHUKWU
    2018052013

    Firstly we need to understand the world “gender”. Gender has to do with the roles assigned to you as a man or a woman. It is a socially constructed definition of woman and men. It’s not the same as sex(biological characteristics of women and men). Also we have gender binary (which is recognized by the society)and non-binary(gender in-between). Gender roles vary according to society.
    Culture shock is a feeling og disorientation experienced by someone when they are suddenly subjected to an unfamilia culture,way of life or set of attitudes. It is an experience a person may have whenone moves to a cultural environment which is different from one’s own. Culture shock can be intra-national or international. Intra-national is within the same country while international is country to country. Culture shock from a gender perspective could be experienced when you encounter a matriarchal society(where a woman is the head) and you’re coming from a patriarchal background(where a man is always the head and women are hardly recognized).
    Looking at the 7adverts,there are lots of things to talk about.

    ADVERT 1:BED BATH & BEYOND ADVERT from my understanding is an advert of a grocery store that sells ‘mainly’ kitchen utensils and other house hold equipments/materials. It is very much acceptable if a woman is used for the advert because it is the woman’s role to care for her family so it is of her good interest to equip her kitchen.

    ADVERT 2: NAUGHTY GIRL is one i wish i can adjust if given the power to. Why is a woman used in a beer advert? Why is she labelled naughty in a beer pool? Are beer adverts not supposed to be done by men? The men are known with drinking beer. This advert is a SHOCK to me.

    ADVERT 3:INDOMIE INSTANT NOODLES: The women has a strong role to play in the family. God has given a woman the opportunity to carry babies and nurture them. Therefore making it their duty to take care of their offspring. The slogan “mum like no other” appreciates the efforts of mothers in the family even when most times are not appreciated by the men. The advert is a very good one and i rate it 90% if given the power to.

    ADVERT 4: This advert is very confusing to me. The advert has displayed serious form culture shock because the man here is pregnant and the woman is with a glass of vodka drink. So what it means is that sexuality has been changed and roles has switched. This is CULTURE SHOCK.

    ADVERT 5:MILK WITH FLAIR(Fair life): At first i thought this advert was promoting cream little did i know it was milk. Why not use children for the advert. This advert is quite questionable but all the same,milk is produced by the female gender as shown on the advert.

    ADVERT 6:Ms clean product advert shows a man man wearing an apron and helping in washing the dishes with the quote “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”.while others may see this as a culture shock, i see it asa husband who knows and appreciate the wife’s efforts and thereby tries to help ease her stress. This is gender and interpersonal communication.

    ADVERT 7:A versatile woman on here cooperate/official wear handling her of office work and still takes care of the family. I guess a woman’s work doesn’t and cannot be only in the kitchen.
    THANK YOU.

  13. Eberechukwu Ezekigbo

    NAME: EBERECHUKWU EZEKIGBO
    REG NUMBER:2017052009

    Gender stereotype is generalised view or preconceptions about attributes or characters or the roles that are or ought to be possessed by or performed by women or men, while the practice of gender stereotype is know as gender stereotyping.

    According to Giddens (2001), the “the objectification of women through the media, fashion and advertising turns women into sexual objects whose main role is to please and entertain men”. Ndolo (2011), observes that media industry thrives on female stereotype adding that images of women as preoccupied with beauty, sex appeal, fashion and youth abound in advertising messages directed at the mass audience.

    Question 1.

    Advert numbers 1,2and 3 show case gender stereotype against women.

    Advert no 1 captioned (Bed Bath and Beyond) portrays women as homemakers. Six hands with different home appliances saying that women does all the domestic work, the caption also depict that women work round the clock at home, therefore are not fashion out for carer.
    Advert number 2, portray women as sex object whose main role is to please and entertain men. Wine is for entertainment and strong ones are usually for men , mermaid is usually associated with sex and immorality, while the caption “Naughty Girl”speaks that women are unserious.
    Advert number 5 portray women as object of beauty,that can show case their beauty even in crazy way. The has a picture of a pretty lady whose pants are almost showing all in the name to show the beauty from the product.

    Question 2

    Advert number 3 (lndomie instant Noodles) captioned mum like no other, Noodles like no other” portrayed women as nurturing and caring people but discriminated against men.

    Advert number 7 (Lady in Suit Cooking) portray gender equity, a career women,a mother and a home keeper. But one can see gender stereotype here as while is the child in the kitchen a girl child and not a boy child, passing the message that kitchen is for women thier achievement in life notwithstanding.

    Question 3.

    Advert number 4 captioned “ln an Absolute World” show case a gendered world and portray that gender is dynamic. Gender is not base on role or character, here a man is seen pregnant and a dog probably their child beside them in the picture. This advert portray life in well developed world but a culture shock to people from under developed world like most African countries, where women are the only ones know and believe to be pregnant, and a child to a couple as believe to be a human being not an animal.

    Advert number 6 (Ms Clean) advertised dish washing detergent, portray multigendered society where anyone can handle and fit into any role. This advert is also a culture shock to most gender binary society, that also believe that domestic work is for women only.

    Advert number 2 is also culture shock to very religious people because of the mermaid picture being used.

  14. Ibeamuma Obianuju Ogoma

    Ibeamuma, Obianuju Ogoma (2018052007)

    Women are mostly doing house work and posing beautifully in adverts unlike men. Women sells adverts than men.

    Advert Number 4 displayed Cultural Shock because it is a strange thing to see a pregnant man especially in Nigeria. And Advert Number 1 is also strange, seeing one person that have 5 hands.

    Another feature of traditional communication that could express Culture Shock in traditional media environment in Nigeria is seeing women playing masquerade.

Leave a Reply

Your email address will not be published. Required fields are marked *