The Portrayal of Females in Nigeria Advertisements With a Particular Focus on the Prevalence of Negative Stereotypes and Their Potential Social Impacts.

ABSTRACT The study examines the portrayal of females in Nigeria advertisements with a particular focus on the prevalence of negative stereotypes and their potential social impacts. In recent years, concerns have been raised about how advertising shapes societal perception and reinforces gender biases, often depicting women in subordinate, decorative or objectified roles. Using a mixed-methods approach, this research analyzes a sample of televised, print and digital advertisements in Nigeria to identify recurring themes and stereotypes associated with female representation. Data was gathered through content analysis of advertisement along with surveys and focus group discussion to capture public perception and reactions. Findings indicate that a significant proportion of Nigerian advertisement tends to reinforce traditional gender roles, with women frequently portrayed in domestic settings or as a objects of beauty potentially perpetuating outdated stereotypes. The study highlights the implications of these portrayals on gender equality and social expectations, advocating for more balanced and positive representations of women in the media. Recommendations for policy-makes, advertisers, and media regulatory bodies are proposed to promote a more equitable and inclusive advertising landscape in Nigeria. This draft provides a clear outline of the study's purpose, method, and anticipated findings, offering insight into the significance and scope of the research. Keywords: Cultural, Heritage, OSBC Radio, Yoruba history.