Gender Representation in Nigerian Television Commercials: A Content Analysis of Advertisements on Channels TV and NTA Network

Stereotypical gender representations in advertising continue to reinforce discriminatory social norms and limit the aspirational scope of both male and female media consumers, particularly in societies undergoing rapid social transformation such as Nigeria. This study conducted a content analysis of gender representation in television commercials broadcast on Channels TV and the NTA Network to determine the prevalence and nature of gender stereotypes in Nigerian advertising. The study was anchored on the Social Learning Theory, which posits that individuals acquire attitudes, norms, and behaviours through observation and modelling of media representations. A systematic content analysis design was employed, with a population comprising all commercials broadcast on the two channels during prime time across a 12-week sampling period. A total of 384 unique commercials were systematically sampled and coded using a coding instrument that assessed character roles, occupation portrayals, voice-over gender, product categories, and setting types. Findings revealed persistent gender stereotyping, with women disproportionately depicted in domestic settings and as beneficiaries of beauty and household products, while men dominated professional, authoritative, and outdoor roles. Female voice-overs accounted for only 27 percent of coded commercials, further marginalising female authority in advertising discourse. The study concluded that Nigerian television advertising continues to reproduce patriarchal gender ideologies, with limited evidence of progressive or egalitarian representations. It was recommended that APCON develop enforceable gender equity guidelines for advertising content and that broadcasters adopt voluntary standards for more balanced gender portrayals.
Keywords: gender representation, television commercials, advertising stereotypes, content analysis, ESUT