The Impact of Women in Advertisements in Nigeria

The Impact of Women in Advertisements

This review incorporated matters concerning women’s social roles, motivation and cultural situations in Nigeria and in the world as would tally with the impact of women in TV advertisements. Attempts were made explaining the society’s perception of the impact of women in not only the advertisements but in other relevant fields. This was necessary considering that in the Nigerian society the roles given to women and their general behaviour are extensively guided by society’s social and cultural norms and values in existence. This reflected in the audience’s perceived role and that which the y actually plays in real life situation.

Studies on this particular issue are not rife but fragments of materials and publications on the impact of women and other relevant empirical literature and studies came to be in cooperated as were found relevant to this particular study.


The beliefs and attitudes about women prevalent in our relatively conservative society have significantly given men more roles to play in the society, especially in politics, advertising and national issues.

The women in turn have consciously or unconsciously played their roles and seem to have left men to direct their affairs. In all, women seem to have more “do” and don’ts in playing certain roles in the society while men seem to be freer to engage in any endeavors in the society.

To comprehend fully how these attitudes, behaviour, and beliefs would affect women’s participation in advertisement, available theories and literature of the social sciences were reviewed.

Fishbein and Ajazen (1975) discussing beliefs, attitudes and intentions said, “Within our conceptual frame work, beliefs about an object provides the basis for the formation attitude towards the objects. They went further to say that you can measure a person’s attitude by assessing his beliefs.

A look at another points of view by Smelster and Smaler (1970) agree with Newcomb, persons and other role theorists that “persons attitude will likely be influenced by the role and position he occupies in social system”.

To support the view of the role theorists, that a person’s attitude will be influenced by the role he occupies in the social system. Benta (1980) observed: Algerian women have been given their rights and roles and made to understand that they should start to exercise these roles and rights”. But it was discovered that the women would be persuaded to believe and really feel that they are equal with men in the society.

Benta, reported that the electorate role democratically for women representative who occupy positions of leadership like men. But, when these women who are regarded as equal to men in the council chamber, go to their homes, they are immediately thrust back to their family roles as women and no more regarded as equal with men. In Benta’s words “even fighting women were, once peace was restored very quickly thrust back into the environment of tradition”. These are however, the views of theorists in roles an independent school of thought.

Another, school of thought now on the feminist rights, freedom and roles; Barbara Jackson and Lydia eagles from America saw the role of women as celebrated, and recorded historian legend, for women, the “exotic” are daughters of Cleopatra and sisters of Sheba. This school of thought believes that for the very first time, women have come into own. She now lives in an age where narrow restricted by a more individual look. She cannot be the woman she wants to be, and “she” decides. Barbara explained that from time to time, women are taken up and treated as a novelty for a while and then disappeared. The concept of participation in any thing but the entertainment works, was outthought of, at least unacceptable, despite their trainings. The public image was always that of either earth mother or sex object- as opposed to sex symbol. This self-fulfilling myth was advanced and rigidly enforced by the population at large. Women are thought of as “exotic” whether they like it or not.

Women, these days are playing more challenging roles to the utter discomfiture of their male counter parts. Prominent among women who have demonstrated the will to succeed, and embrace no matter what role they are capable of performing in the society are professor Alele Williams, vice chancellor of Benin university and late Mrs. Ransame Kuti, the mother of the controversial afro beat musician late Fela Anikulapko Kuti. These roles do not stop at performing public official functions; women these days find themselves playing major roles in the business sector. Most women are today known to be heading successful bog business enterprises. This wind of change has equally affected the advertising field where women today not only play major roles by force men to complement such roles.

A lot of people see this as Fumy, but an advert agent explained the phenomenon in just a few words we cannot fail in an effort to satisfy air client, explore wider grand and employ any possible strategies, as far as our goals are achieved.

The already mentioned arguments and explanations were advance in clarification of modern roles of women in the society. A further look inside foresaw a situation where women no more serious issues and political events are seldom women; a few women may be because of their feminist nature or other reasons become editors of hold directing positions.

Although, women are extensively employed as production continuity assistants they rarely have the responsibility for taking broad decisions. This goes to explain to an extent why they are placed most often as secondary subjects in advertisements.

In both developed and developing countries, Public attitudes regarding the role of women in the society are major determinants in deciding the status of women. In shaping these attitudes, the media exert much influence; the media as significance involved in work seldom depicts women, in the pursuance of career or in public life. A survey of Indian films by Seam Mac Bride (Palhole, 1977) found that out of 46 women who appeared as characters, only 12 were in employment and nine of these were in traditional female jobs.

A study of physician in soviet magazine (Simon 1973) revealed the fact that no information about the employment was given in the case of 48% of feminist characters. Women are shown primarily as confined to domestic spheres or else as secretaries, assistants and in similar roles ancillary to those of the men in incapable of making decisions without masculine guidance.

In magazine, physician stories and TV drama and comedy, most women appear as self- depreciation and dependent, rational, superstitious and over emotional.

According to research carried out by Evelyne Sullesar, in advertising and role of women portray in the society, it proved that women are shown as “house wives whose interests are limited to domestic activities and needs, or else as the sexuality alluring background which make consumer goods more attractive by association.

This departure from reality is now widely recognized. In a recent, inquiry, 81 of United States and Canada women agree that the image of women presented in advertising was truthful. A number of studies conclude that the ever all effect of the portrayal of women in the media is to reinforce, rather than to reduce prejudice and the stereotypes. This tends to justify and perpetuate existing inequalities.

According to a research carried by Tuchman et al (1978) he said “In TV commercials women clean, launder and cook while men give the order and advice and eat the meals”. This shows that particular images of feminism have already been sold to the commercial culture.

There is also the assertive ambitious woman in TV adverts. According to Chyde R. Miller research in 1978 “she is no longer an oddity but has become a new culture type. The new woman has just as much potentials for being a profitable consumer as the 1950’s traditional advertisement. Female sexuality has become bog business”.

To delve into economic factors, in the impact of women, this according to Evelyne Sullerot “is less ideological than economic”. She explains this as it may be indicative that there were fewer differences between the status of women in Germany, Scandinavia and Gaul are witnessed in the 19th century. In Finland, the women haunted with men and in Germany, accompany men to war. They traveled with husband who bring the dowry to his wife not as a symbolic gift but consisted of horses, cattle and weapons. It was the women who reared animals and undertook the agricultural work. While the Scandinavian women enjoy rights and play roles such as inheritance and sole guidance of goods as though there were acknowledgement of their intelligence. Women play active role in religious and at least in Britain and Gual were admitted to religious offices like men. They were also active in administration of their tribes, being found here and there are councilors and even as civilians and military judges. The economic roles of women in patriarchal and barbaric systems are approximately comparable. In both cases, they were also productive as men or more so. In these primitive economics, relying on handicrafts, women produced most articrafts. The whole process of manufacturing textiles, from the sheaving of sheep or the cultivation and setting of Hemp, to the swing of cloths including spinning and weaving was accompanied by female labour.

Women are seen as “Agents of change in the society”. The issue concerning role of women were handled from two perspectives. Firstly, women as changed view. Secondly, this new perspective in turn recognizes that women act as change within their own societies. Nancy and Edna jointly believed that literature about women has largely been written from a male percept we; that is, it has described women in terms of their relationship to men: Typical is Remi’s monographic on polygamy that sees the role of women as “a mechanism which facilitates the fulfillment of male aspirations”. (Clignet 1970).

In dealing with the subject of women, Nancy pointed out that male researcher’s attitude may intrude with greater impact that might be the case if here were dealing with a less emotional and cultural changed subject. They believe that women should be seen as people who have understood and dealt with the forces that affect them. According to them, “women will continue to be seen as actors participants in the political and economic process that effect their lire and livelihood, and respondents to these forces of colonialism and modern economic development”. But the limitations of their possibility for effecting changes in the past and present are now being assessed.

In furtherance of their argument they serialized some pertinent questions: To what extent is women’s potential for exercising political power limited to the sphere of women? In the case of instances of leadership by individual women, do they act in the interest of women, or as “classificatory males” beings that are social or virtually recognized as having over come the normal constraints on women? Are separate women’s institutions in a society necessarily equal in economic or political influence in the society? With the understanding that colonialism was a restrictive force towards women potential has come the recognition that post independence development plans may be similarly detrimental.

Does development policy “modernize” women into dependency roles unknown in traditional life? She concluded by saying that although the specific economic and social skills and rights of women in African societies have been increasingly acknowledged, the constraints on their ability to act to change or even to control their own lives become more apparent? Women play an essential role in transforming these things provided their men into sources of comfort and nourishment.

At interesting feature is the fact that the separation of roles in rein formed by the conviction of incompetence. Neither is the incompetence to execute task rather than those appropriate for his or her sex. It is firmly believed that men are unable to deal with any household chores, including washing plates, cloths, sweeping, tiding or cooking. Not only is it considered in appropriate, it is also considered “shameful” for men to engage in these activities.

Parallel beliefs exist in any business activity, There is a total correspondence therefore between the idea of what is in appropriate, what is impossible and what is the domestic ream and thus in the Greek view, they are incompetent in these tasks.

In American context, the impact of women is still not far fetched from these of other continents. Elizabeth Janeway saw American women as “a generation that have lost track of themselves, but who do not seem to mislay the past in a singular absent minded fashion”.

Mack Twain and Henry James noted, “The identity of women appeared to fit loosely and be readily subject to change. This, in part, is because those were American women “geographically and socially mobile. In part also, because their lives are women are recurrently leaving the way from continuity. Their old scares of personal histories pass from one state of being to another.

Acquaintance with change has perhaps some positive advantage on women. This transition should and often so keep alive women’s capacity to adjust to new circumstances and to learn new rules and roles. Infact, women are less surprised that man when they find that they do not control their lives.

They have less pride invested in setting up and maintaining a consistent image of themselves to grout the outside world. They are, infact less apt to be engaged directly with the outside world. Perhaps the dooms pronounced on them by signal trend and Eric Erickson still exact force. They said, “Anatomy is destiny”. They went on to say that women are concerned with inner space, with family and childrearing”. Challenged as this dicta have been, they remain at least true as current, demonstrable fact at least women have not been trend setters, activist or protagonists in the drama of great events. If they turn up in the middle of some climatic scene, they are likely to have got there by the accident of marriage or occasionally of birth. A good instance are women monarchs who have inherited power under laws made by men, not laid hands on it themselves, and rare indeed has been any influence their rule has had on lives of other women.

The history of women has not been made within their own ranks but was followed from external, male initiated processes. Like their personal lives, women’s history is fragmented, interrupted; a shadow history of human beings whose existence has been shake by the efforts and the demands of others.

Perhaps these roles, concise and precise as they may be, are subject to change in the near future. These days women liberation movements are rife in Nigeria, professional women in quest for equal rights and opportunity form various organization with men in all ramification. What will be the out come of the movement for the participation of women in all sectors of society? Will the male distortion of the woman’s metaphors and help human race because an even more aggressive, dominance-oriented species that it now is? This could help. As Margaret Mead showed us (1950) that “individual societies can foster wholly aggressive characters in both male and female, they can foster nonchalant character in both, or they can may be some of their plight might come to materialize.

According to Elise Boulding “The issue is not whether women become like men or men become like women. The issue is where by institutionalizing opportunities for the education, training and participant of women in every sector of socially at every level of decision taking in every dimension of human activity, and extending to men the procreation oriented education.

At beginning of 19th century, TV stations both network and local stations started beaming advertisements of products with women magnificently playing roles. Members of the public often times admired the colour of such advertisement, mood and the situation of such advertisements. “Delta soap” adverts came to mind when taking about the above factors. Yet the more appreciated and attention-catching device used was a role woman played throughout he duration of the advertisement.

According to Chris Mbah, “colour, glamour, excitement and real feeling of pleasure was added to the whole display”. To state the obvious, 25% of men spend their time admiring beautiful bodies of the ladies in the adverts instead of the product. This stylish and tricky device, the use of women, is gradually gaining grand among advertisers and advert agencies.

Delta soap gave the impact of women in the advertisement, ranging from the ladies mounting and dancing is a volleyball pitch, sharing how beautiful they are by using Delta soap. The lady in the bus shared up her beauty, which originated from using of Delta soap. Women play major roles virtually in all advertisements. Women have an effect on advertisements; with them products excel in the markets. Services are been enhanced from lower to higher level because their impact.

The Joy soap perhaps, are of those women played major roles threw more light on the impact of women in this advertisement, women are always the center of attraction virtually in all adverts.

On the screen also a recent advert of Canada Dry soft drink, women as observed, played on the background a sexually and seductively alluring roles thus creating funny scene of a man who while admiring them messed himself up several times to the spontaneous laughter of the audience at the scene. These and more others reinforce the impact of women generally in TV adverts.

—-This article is not complete———–This article is not complete————

This article was extracted from a Project Research Work Topic



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The Impact of Women in Advertisements in Nigeria

5 Comments on “The Impact of Women in Advertisements in Nigeria”

  1. Please I need just the reference of impact of women on advertisement please just help me out

    1. Contact us on 07033378184

  2. okaka justina says:

    i need a project topic on perception of bombastic advertising among housewives in awka urban city

  3. I need a case study of impact of women in advertisements (case study always pad)

  4. Olamide osofisan says:

    Please i need the summary findings and reference of women in advertisement

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