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Cultural stereotypes in Nigerian print media advertisements

G U Nwagbara


This study set out to examine the extent to which cultural stereotype roles are depicted in print advertisements in Nigeria. It specifically sought to highlight what kind of influence (negative or positive) such stereotype representations carry. The study also attempts to identify those factors that may have been responsible for the perpetuation of these roles in advertising. This, it is hoped will lead to a re-appraisal of the content of advertising with the aim of producing improved and stereotype-free advertisement copies.
Two research techniques – the content analysis and the survey method are used in gathering data for the study. Twenty-five advertisement copies from different areas of advertising were analyzed. A ten-item questionnaire was also used to get information from the advertising practitioners as to what informs their use of stereotype roles in advertising.
The finding indicates that advertisers still depend heavily on stereotype roles in designing advertisements. Their reason being that the product manufacturers want it that way; that society also can easily identify with these roles and the advertisers consider it easier building on ideas and concepts that they are already familiar with.
If cultural stereotype roles must be minimized or eliminated completely, advertising regulatory bodies such as the Advertising Practitioners Council of Nigeria (APCON) and Association of Advertising Practitioners of Nigeria should embark on intensive education of its members on the ills of the use of stereotype roles in advertising especially its effects on the society and subsequently put forward a regulation to outlaw the use of negative stereotype roles in advertising.

Global Journal of Humanities Vol. 5 (1&2) 2006: pp. 21-26

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eISSN: 1596-6232