Public Perception on the Stereotype of Women in Advertising Messages on Deodorants

Student: Favour Emmanuel Etukudo (Thesis, 2025)
Department of Mass Communication
Bingham University, Karu, Nasarawa State

Abstract

Over the years criticism against advertising agencies and copy writers has been loudest over issue of gender stereotype which centered on how men and women are portrayed in advertising copy. Despite changes in role definitions, education and economy power, old prejudices against women still persist in advertising copy. The study interrogated public perception of stereotype of women in advertising messages on deodorants. The study was anchored on social cognitive theory which, stated that people acquire and maintain certain behavioral patterns based on social factors like environment, people, education and behavior. The research method used was electronic survey method and questionnaires being the instrument. Descriptive analysis was adopted as the method of data analysis and 385 respondents were used. The findings from the questionnaire shows that the public, especially those in Uyo metropolis, now have positive perception of stereotype of women with the aid of the deodorant advertisements they watch on their TV sets, after the findings, the researcher recommended that advertising regulatory bodies should scrutinize adverts properly before they are shown on TV.

Keywords
Public perception stereotype advertising message
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