Benjamin & Elizabeth (2015) Gender Role Portrayal in Nigeria Newspapers Advertisment

Abstract

This study was designed to examine gender role portrayal in Nigeria newspaper advertisement. The secondary source of data collection was used; three national newspapers with a wide coverage were selected. The advertisements were content analyzed. The result reveals a significant shift in gender role portrayal in Nigeria newspaper advertisement. Sex stereotype in advertisement has reduced even though males were still portrayed in executive roles in Nigeria newspaper advertisement than females. Theoretical and practical implications of results were discussed.

Citation Owolabi A. Benjamin, Dairo O. Elizabeth (2015). Gender Role Portrayal in Nigeria Newspapers Advertisment. Archives of Business Research, 3(3), 21–30. PDF

BibTex entry for this article:

BibTex entry for this article:

@article{benjamin2015gender,
author = {Benjamin, Owolabi A. and Elizabeth, Dairo O.},
journal = {Archives of Business Research},
number = {3},
pages = {21--30},
title = {{Gender Role Portrayal in Nigeria Newspapers Advertisment}},
volume = {3},
year = {2015}
}

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