GENDER-SENSITIVE ADVERTISING AS AN EFFECTIVE TOOL FOR REPOSITIONING WOMEN IN TO PUBLIC OFFICES IN NIGERIA

Abstract

Purpose: The objectives set for this study were to; examine if gender – sensitive advertising can be an effective tool for repositioning women in to public offices, to find out what stereotypical gender roles as portrayed in advertising that are used against Nigerian women can be changed through gender- sensitive advertising, to identify the ways that gender- sensitive advertising can help curb the negative stereotypes against Nigerian women in advertising, to identify the mass medium that is prone to portraying stereotypes against Nigerian women in advertising. The theoretical framework for this study was the Muted Group and Agenda- setting theories of the media.Methodology: The methodology for this study was survey and the study also offered a review of three selected products advertised on television.Findings: The study revealed that, the need for gender- sensitivity in advertising has become imperative given the way women have been negatively stereotyped as ‘ less capable’ compared to their male counterparts who are termed ‘active and capable’ for public offices.Unique contribution to practice and policy: This study recommends that; advertising should not be gender biased to favour one sex over the other and also, advertisements should be gender- sensitive in other to help correct the stereotyped views held towards women in Nigeria so as to enhance their chances of been public office holders