Perceptual Effect of Stereotypes in MTN Fastlink and Dettol Advertisements on Image of Female University Workers in Nigeria

Abstract

This study investigated the perceptual effect of the advertisers’ strategies using stereotypical images of women to attract attention of consumers to their advertised products and services on the image of women in the work place using MTN (Fastlink) and Dettol Antiseptic advertisements as cases. The study specifically examined the extent of the gender portrayal in the selected advertisements; ascertained the audience interpretations of the gender stereotypes in the selected advertisements; and the perceptual effects of the stereotyped advertisements on female University workers in Ogun State.  Survey method was adopted while questionnaire was used as instrument for data collection.  A proportionate sample of 286 was drawn from staff members of three Universities in Ogun State while the convenience sampling technique was adopted for the administration of copies of questionnaire. Findings revealed that the selected advertisements portrayed women in an inferior context and showed that the advertisements capable of impacting negatively on the image of women in the workplace. Other findings showed female workers disagreeing to stereotypes in the selected advertisement affecting their personality while the audience generally perceived highly that female stereotypes can hamper managerial opportunities and positions for women. Hence, the study recommends that women should see themselves as talented individuals with unique skills, who can manage their affairs in the world with dignity and decorum. Females that feature in advertisements should reject roles that debase and dehumanize women folk. Advertisers should start representing women in the society positively and advocate for equity and women liberation in Nigerian society through advertisements.

Keywords: Stereotypes, Gender, Advertisements, Audience, Perception, MTN Fastlink, Dettol Antiseptic