An Evaluation of Portrayal of Female Gender In Selected Television Advertisement In NTA Ilorin

TABLE OF CONTENTS

Title Page                                                                                                                   i

Certification                                                                                                               ii

Dedication                                                                                                                    iii

Acknowledgement                                                                                                        iv

Table of Contents                                                                                                       v

List of Tables                                                                                                              vi

Abstract                                                                                                                      vii

CHAPTER ONE: INTRODUCTION                                                      1

1.1 Background of the Study                                                                    1

1.2 Statement of the problem                                                                    5

1.3 Objectives of the Study                                                                       6

1.4 Research Questions                                                                            6

1.5 Significance of the Study                                                                    7

1.6 Scope of the Study                                                                             8

1.7 Definition of Terms                                                                            8

CHAPTER TWO: THEORETICAL FRAMEWORK AND LITERATURE REVIEW 10

2.1 Theoretical Framework                                                                      10

2.1.1 Social Construction of Reality                                                          10

2.1.2 Social Learning Theory                                                                    13         

2.2 Conceptual Review                                                                             16

2.2.1 Advertising                                                                                     16 2.2.2 Television Advertising.                                                                   22

2.2.3 History of Television Advertising.                                                    23

2.2.4 Portrayal of Female Gender in Advertising.                                       25

2.2.5 Evaluation                                                                                      29

2.2.6 APCON and Advertisement regulation in Nigeria                               30         

2.2.7 Advertising Media                                                                          31

2.2.8   Brief History of NTA                                                                     34

2.3 Empirical Review                                                                              34

CHAPTER THREE:  METHOD OF THE STUDY                                  38

3.1 Research Method                                                                               38

3.2 Population of the Study                                                                       38

3.3 Sample size and Sampling Technique                                                  39

3.4 Research Instrument                                                                          40

3.5 Validity of the Research Instrument                                                     40

3.6 Reliability of the Research Instrument                                                 41

3.7 Method of administration of the instrument                                          42

3.8 Method of data analysis                                                            42

CHAPTER FOUR:DATA ANALYSIS AND RESULTS                                   43

4.1     Field Performance of Research Questions                                       43

4.2     Analysis of Data on Research Questions                                         43

4.3     Discussion of Finding                                                                    52

CHAPTER FIVE:SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Limitation                                                                                         55

5.2 Summary                                                                                          55

5.3 Conclusion                                                                                        56

5.3 Recommendation                                                                               57

5.3.1 Recommendations to various Stakeholders                                        57

5.4.2 Recommendation to Future Research                                                58

References                                                                                   59

List of Tables

Table 1, 2 and 3 answers research question one.                                         43

Table 3 Women are stereotyped in television advert                                   44

Table 4 answers the research question two                                                 44

Table 5 answers the third research question                                                45

Table 6. 7 and 8 answers the fourth research question                                 50

ABSTRACT

This research focuses on the portrayal of female gender in television advertising in Nigeria with respect to NTA Ilorin. The study tends to stop the indecent portrayal of women in television advertisement is what promoted this research. The research examines some advertisements in NTA Ilorin so as to carefully deduce the true portrayal of women in television advertisements. Ten advertisements were studied using content analysis method and survey method was used to find out the perception of Ilorin west local government Area of Kwara state. The study used social construction of reality theory and social learning theory. It was discovered that women are portrayed in television advertisement as domestic wokers and weak being.