An Analysis of Gendered Language in Nigerian Television Advertising: A Study of Selected Channels

This study analyses gendered language use in Nigerian television advertising, focusing on advertisements broadcast on selected Nigerian channels between 2022 and 2024. Gender representation in commercial media discourse has attracted growing scholarly interest globally, yet systematic linguistic analysis of Nigerian advertising content from a gender studies perspective remains limited. The research adopts a content analysis design supported by Critical Discourse Analysis, drawing on feminist linguistic theory. A sample of 80 television advertisements was purposively selected from three major Nigerian television stations based on product category and frequency of broadcast. The advertisements were analysed for lexical choices, speech roles assigned to male and female characters, the use of imperatives and hedges, and the discursive positioning of gender within product messaging. Findings reveal a persistent pattern in which female voices are associated with domestic products and nurturing registers, while male voices dominate financial services, technology, and automotive advertising. The study further documents the use of diminutive and softening linguistic devices in advertisements targeting female consumers, reinforcing stereotypical feminine identity. The research concludes that Nigerian television advertising continues to reproduce gendered language ideologies that have implications for social attitudes. Recommendations include industry-level guidelines for gender-balanced language in advertising content. Keywords: gendered language, television advertising, critical discourse analysis, Nigeria, feminist linguistics.