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New Media and Mass Communication www.iiste.org

ISSN 2224-3267 (Paper) ISSN 2224-327 (!n"ine)

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Guinness Stout Billboard Advertisement and Gender

Representation: Views of Media Practitioners in Anambra State,

Nigeriaeo !. N. dego*

+epartment o, Mass Communication& namra State /ni0ersit1& Igariam Campus& namra State& Nigeria.

edego*"eo1a*oo.com

eie" S. sema*

+epartment o, Mass Communication& 5ogi State /ni0ersit1& n1iga& Nigeria. asema*eeie"1a*oo.com.

ut* . !panac*i

+epartment o, Mass Communication& 5ogi State /ni0ersit1& n1iga& Nigeria. ac*eopanac*igmai".com

Abstract

*e stud1 in0estigates 8uinness Stout i""oard ad0ertisement (come and drin at t*e ta"e o, men) and gender

representation. *e stud1& among ot*er o9ecti0es& sees to: ascertain t*e e;tent o, gender neutra"it1 o, 8uinness

Stout i""oard ad0ertisement and to assess gender discriminator1 e"ements in t*e ad0ertisement. *econstructi0ism and standpoint t*eories were used as t*eoretica" ,ramewor ,or t*e stud1. indings a"sos*ow t*at 8uinness Stout ad0ertisement is not gender neutra" as t*e ad0ertisement discriminates against t*e

,ema"e gender. *e ,indings ,urt*er s*ow t*at t*e gender discriminator1 e"ements in*erent in t*e 8uinness Stout

ad0ertisement cou"d e ,ound in t*e c*oice o, words o, t*e ad0ertisement& t*e images used in t*e ad0ertisement

and t*e presentation o, t*e product. ?ased on t*e ,indings& t*e paper t*ere,ore conc"udes t*at t*e 8uinness Stout

ad0ertisement is not neutra"& ut gender ias@ t*e ad0ertisement discriminates and margina"ises t*e ,ema"e gender.

*e paper t*ere,ore& among ot*ers& recommends t*at d0ertising Practitioners Counci" o, Nigeria (PC!N)s*ou"d a"wa1s ensure t*at ad0ertisement appro0ed ,or pu"ic consumption in Nigeria uses gender sensiti0e

images and words& particu"ar"1 in i""oard ad0ertisements.e!words: 8uinness Stout& ?i""oard& d0ertisement& Media& Practitioners and namra State.

"ntroduction and Problem Statement

*e power o, ad0ertising is in its ai"it1 to manipu"ate peop"e& turning t*em into unconscious and addictedconsumers& w*i"e t*e1 continue to den1 t*at t*e1 cou"d e0er e a,,ected 1 t*e messages o, suc* positi0e rands.

*roug* e0en t*e most insipid o, ad0ertising& we are a,,ected 1 t*e suconscious power o, t*e image and

representations o, peop"e in situations start to suggest *ow we cou"d and s*ou"d mode" ourse"0es (!n1e9ewe&

2''). d0ertising is a signi,icant agent o, socia"isation in modern industria"ised societies and is used as a too" to

maintain certain socia" constructions& suc* as gender. Men and women are depicted as di,,ering in attitudes&

e*a0iour and socia" statuses. *ese di,,erences are w*at separate t*e se;es into di,,erent genders. 8enderad0ertisements gi0e t*e 0iewers a g"impse into a wor"d "aden wit* socia""1 de,ined and constructed gender

re"ations& disp"a1s and ro"es. *ese images are cra,ted to mimic rea" "i,e and man1 mistae t*e concepts o,

,antas1 and rea"it1 in regards to ad0ertising. d0ertisements do not "oo strange to us& w*en t*e1 s*ou"d.d0ertisements tae somet*ing t*at e;ists a"read1 in t*e wor"d and t*e1 c*ange it& ,orming a distorted re,"ection.

*e1 emp*asise some t*ings and de-emp*asise ot*ers& it is a *1per ritua"isation o, t*e wor"d and we recogniseand e0en re"ate wit* some o, t*e images. Men and women are portra1ed in ad0ertisements according to t*e

constructed de,inition o, ,emininit1 and mascu"init1. o e a woman is to e ,eminine and to e a man is to e

mascu"ine. *ere is "itt"e room ,or 0ariation or a re0ersa" o, ro"es& e;cept wit*in t*e sma""er ,rame o, nic*e

mareting. In ad0ertising& men are o,ten portra1ed in t*e ,o""owing wa1s: a"ert and conscious o, surroundings&

standing uprig*t& e1es open and "ooing around& odies are contro""ed& mean e;pression on ,ace& gripping t*ings

tig*t"1 wit* *ands& *ands in pocets& serious and p*1sica""1 acti0e w*i"e women are portra1ed in ad0ertising as:touc*ing se",& caressing an o9ect& "1ing on t*e ,"oor& sitting on a ed or c*air& e1es c"osed& not a"ert& con,used&

0u"nera"e& od1 contorted& dressed "ie a c*i"d& *o"ding an o9ect or a man ,or support& se;1 and se;ua""1

a0ai"a"e& seducti0e& p"a1,u" and care"ess.

d0ertising is one o, t*e most important mareting acti0ities o,ten uti"ised 1 usiness organisations

t*e wor"d o0er to draw attention to t*e products or ser0ices t*e1 mae a0ai"a"e. d0ertising p"a1s a ma9or ro"ein0o"0ing a numer o, re"ations*ips& w*ic* are created around t*e o9ect& person& s1mo"ism& power and

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satis,action@ in t*is "ig*t& ad0ertisement articu"ates meaning 1 care,u" manipu"ation o, words and images tocreate t*e desired e,,ect. d0ertising is a paid ,orm o, non-persona" presentation or promotion o, ideas& goods or

ser0ices 1 an identi,ied sponsor wit* a 0iew to disseminating in,ormation concerning and idea product or

ser0ice. *e message w*ic* is presented or disseminated is ca""ed ad0ertisement (Purani& 2'$$ cited in dego*&

Nwano"ue and e& 2'$3). sema* (2'$$) sees ad0ertising as t*e process o, creating awareness aout goods&ideas& products and ser0ices. *us& e0er1 organisation t*at wants its products to e nown *as to create

awareness t*roug* ad0ertising@ it is important to eep in mind t*at t*e ad0ertisements we see and *ear are end products o, series o, in0estigations& strategic p"anning& tactica" decisions and e;ecutions& w*ic* toget*er

comprises t*e tota" ad0ertising process (n1anc*o& 2''7). *e nature and competiti0eness o, modern usiness

necessitated t*at e0er1 usiness organisation s*ou"d carr1 out ad0ertisement on regu"ar asis.

d0ertising is an1 communication t*at is paid ,or& identi,ied 1 a sponsor& directed at a target audience& t*roug*

t*e 0arious mass media "ie radio& te"e0ision& i""oard& newspaper and magaine wit* t*e aim o, creating

awareness aout goods and ser0ices (sema*& dego* and !9i*& 2'$3). rens (2''%& p.7) de,ines ad0ertising asa structured and composed non-persona" communication o, in,ormation& usua""1 persuasi0e in nature& aout

products& ser0ices and ideas 1 identi,ied sponsors t*roug* 0arious mass media. *is de,inition 1 rens appears

to *a0e ene,ited immense"1 ,rom +ominicAs (2''7& p.32$) ear"ier de,inition w*ic* a0ers t*at ad0ertising is

an1 ,orm o, non persona" presentation and promotion o, ideas& goods and ser0ices& usua""1 paid ,or 1 identi,ied

sponsor. d0ertising is a contro""ed& identi,ia"e and persuasi0e communication t*at is presented 0ia t*e massmedia and designed to de0e"op product demand and to create a compan1As image (dego*& sema* andeuen1i& 2'$3). d0ertising aims at promoting t*e sa"es o, a product or ser0ice and a"so& to in,orm t*e masses

aout t*e *ig*"ig*ts o, t*e product or t*e ser0ice ,eatures. *is e;p"ains w*1 dego* and sogwa (2'$3)

correct"1 note t*at t*e primar1 goa" o, ad0ertising is to con0ince t*e target audience to adopt an idea or patronise

a product or ser0ice. d0ertising uti"ises di,,erent media to reac* out to t*e masses and uses di,,erent t1pes o,

appea"s to connect to t*e customers across t*e g"oe. Biipedia (2'$$)& cited in sema* (2'$$) ga0e a

compre*ensi0e de,inition o, ad0ertising t*us:

d0ertising is t*e process o, persuading potentia" customers to u1 products or promote

its ser0ices. It is t*e ranc* o, mareting t*at dea"s wit* communicating to customers

aout products& rands and ser0ices. d0ertising is a ,orm o, communication used to

persuade an audience (0iewers& readers or "isteners) to tae some action wit* respect to

products& ideas or ser0ices. Most common"1& t*e desired resu"t is to dri0e consumer

e*a0iour wit* respect to a commercia" o,,ering& a"t*oug* po"itica" and ideo"ogica"ad0ertising is a"so common. d0ertising messages are usua""1 paid-,or 1 sponsors and

0iewed 0ia 0arious traditiona" media& inc"uding mass media suc* as newspapers&

magaines& te"e0ision commercia"s& radio ad0ertisements& outdoor ad0ertising or direct

mai" or new media& suc* as wesites and te;t messages.

*e ,oregoing t*ere,ore imp"ies t*at ad0ertising is t*e process o, persuading potentia" customers to u1

products or promote its ser0ices and t*is persuasion taes p"ace t*roug* ad0ertising c*anne"s or media.

d0ertising media re,er to c*anne"s or 0e*ic"es t*roug* w*ic* ad0ertising messages are passed to t*e audience.

*ese inc"ude t*e print: newspaper& magaine& *andi""& etc.@ t*e e"ectronic: radio& te"e0ision& Internet@ and t*e

outdoor media suc* as i""oard. s an outdoor medium o, ad0ertising& i""oard is targeted at a moi"e audience.

?i""oard is a reminder medium used to rein,orce reca"" o, rand names and pa1o,,s. It can e used to reac*

most c"asses and categories o, target consumers (dego* and sogwa& 2'$3).

8uinness Nigeria& t*e second "argest 8uinness maret wor"dwide and t*e numer one in ,rica& is one

o, t*e "argest and economic 0ia"e usiness organiations in Nigeria. *e organisationAs rands in Nigeria are>oreign ;tra Stout& Smirno,, ice& arp "arger& Satenrau Pi"sner arger& 8ordonAs Spar& Ma"ta 8uinness&

8uinness ;tra Smoot* and rmstrong. 8uinness Nigeria is noted ,or its man1 socia" responsii"it1 concerns in

Nigeria and *as won se0era" awards ,or e,,icient usiness operations and commitment to t*e de0e"opment o,

Nigerian societ1 since t*e $D's. *e compan1 *as se0era" ad0ertisements to its credit in print and e"ectronic

media as we"" as ot*er media "ie t*e i""oard. *e "atest i""oard ad0ertisement o, t*e organisation is t*e ,ocus

o, t*e stud1.

ecent"1& 8uinness Stout came up wit* i""oard ad0ertisement wit* o"d inscription ECome and drin

at t*e ta"e o, menF. *is ad0ertisement s*owcases a numer o, peop"e and a "arge ta"e ,u"" o, ott"es o, stout

and t*e i""oard is *oisted in strategic p"aces in most cities in Nigeria. It *as een argued t*at ad0ertising

rein,orces discrimination and margina"isation o, women and up*o"ds stereot1pe in ro"e as created 1 ma"e-

dominated wor"d in its treatment o, gender (?e"nap& 2''D& sema*& dego* and !9i*& 2'$3). 8ender is

per*aps t*e asic categor1 we use ,or sorting *uman eings& and it is a e1 issue w*en discussing representation.

ssentia" e"ements o, our own identit1& and t*e identities we assume ot*er peop"e to *a0e& come ,rom conceptso, gender - w*at does it mean to e a o1 or a gir"G Man1 o9ects& not 9ust *umans& are represented 1 t*e media

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as eing particu"ar"1 mascu"ine or ,eminine& particu"ar"1 in ad0ertising and we grow up wit* an awareness o,w*at constitutes appropriate c*aracteristics ,or eac* gender. *us& ad0ertising *as een accused o, contriuting

to womenAs re"egation to t*e acground& assigning t*em a p"ace in t*e itc*en& ascriing to t*em a posture to e

seen and not *eard and genera""1 maing women too"s ,or 9ust t*e ad0ancement o, t*e cause o, men. gainst t*is

acground& t*e stud1 assesses 8uinness Stout i""oard ad0ertisement and uses t*e opinion o, media practitioners in namra State as asis o, t*e e0a"uation.

#b$ectives of t%e Stud!

*e o9ecti0es o, t*e stud1 are as ,o""ows:

i. o ascertain t*e "e0e" o, e;posure o, media practitioners in namra State to 8uinness Stout i""oard

ad0ertisement@

ii. o ,ind out t*e e;tent o, gender neutra"it1 o, t*e ad0ertisement@

iii. o determine gender discriminator1 e"ements in t*e ad0ertisement@ andi0. o ascertain t*e 0iews o, t*e media practitioners in namra State on possi"e reasons ,or gender

discrimination in t*e ad0ertisement.

Researc% &uestions

*e ,o""owing =uestions are posed ,or in0estigation in pursuance o, t*e stud1As o9ecti0es:i. B*at is t*e "e0e" o, e;posure o, media practitioners in namra State to 8uinness Stout i""oard

ad0ertisementG

ii. B*at is t*e e;tent o, gender neutra"it1 o, t*e ad0ertisementG

iii. B*at are t*e gender discriminator1 e"ements in t*e ad0ertisementG

i0. B*at are t*e 0iews o, t*e media Practitioners on possi"e reasons ,or gender discrimination in t*e

ad0ertisementG

Review of Related 'iterature

d0ertising is crucia" to growt* and de0e"opment o, usiness as it per,orms se0era" ,unctions. *ese ,unctions

according to sema* (2'$$) cited in sema*& dego* and !9i*& 2'$3& p.2%) inc"ude& ut are not "imited to t*e

,o""owing:

(a) It ser0es mareting ,unction 1 *e"ping companies t*at pro0ide products or ser0ices to se"" t*eir

products. d0ertising wors wit* ot*er ,orms o, mareting communication "ie persona" se""ing& sa"es promotion& direct mareting& etc.& to se"" ideas& goods and ser0ices.

() d0ertising induces t*e ,irms cost o, production per unit output. *is is ecause ad0ertising increase

demand ,or t*e ,irmAs output& t*ere1& encouraging manu,acturers to manu,acture more products.

(c) d0ertising maes t*e pu"ic to e "o1a" to a product.

(d) *roug* ad0ertising& companies t*at are new in usiness can easi"1 penetrate t*e maret. d0ertising is

pro-competiti0e. *us& it *e"ps t*e new organisations wit* a new product or ser0ice to tae on t*e giants

in t*e industr1 and car0e out a nic*e ,or itse", in t*e maret.

(e) d0ertising in,orm t*e consumers aout products in t*e maret. *is wi"" ena"e t*e consumers to

mae more inte""igent c*oices in t*e maret p"ace.

(,) d0ertising increases usage o, product.

(g) d0ertising directs t*e pu"ic to areas w*ere t*e1 can get products

(*) d0ertising *e"ps t*e pu"ic to identi,1 products and di,,erentiate t*em ,rom ot*ers.

In *is own contriution& n1ac*o (2''7& p.D cited in dego* and sema*& 2'$3) a0ers t*at mostcommercia" oriented companies ad0ertise to ac*ie0e t*e ,o""owing resu"ts:

(i) Create awareness ,or new products. *is *e"ps to e;pose t*e rand and t*e uni=ueness o, t*e product.

(ii) Sustain interests and *e"ps to a""e0iate cogniti0e dissonance 1 constant"1 rein,orcing t*e uni=ue

=ua"ities o, t*e product and ser0ices.

(iii) >ig*t competition to secure t*e desired maret s*are.

(i0) Increase pro,it& t*ere1 ensuring t*e continued "i,e o, t*e usiness.

(0) Increase sa"es turn o0er.

(0i) Induce *ig*er production 0o"ume resu"ting ,rom increase in demand.

(0ii) 8et more e,,icient in t*e uti"isation o, resources as a resu"t o, increase in pro,itai"it1.

(0iii) In0est in researc* and de0e"opment.

(i;) ower prices and get more competiti0e.

(;) ;pansion o, maret.

?i""oard is a ranc* o, outdoor media usua""1 targeted at passers-1& dri0ers& t*ose in mo0ing 0e*ic"eand pedestrian tra,,ic@ and usua""1 c*aracterised 1 attracti0e mode"s& images and catc*1 s"ogans t*at attract

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attention (dego*& Nwano"ue and e& 2'$3). +uncan (2'$3) notes t*at i""oards tae two ,orms@ t*e mostcommon de,inition o, a i""oard is an outdoor sign or poster 1ou usua""1 see on ,reewa1s& *ig*wa1s& and streets.

i""oard is a"so an announcement o, a sponsor or sponsors at t*e eginning& midd"e or end o, a radio or

te"e0ision roadcast. i""oard t*at is an outdoor sign or poster is a"so nown as outdoor ad0ertising. Bise

85 (2'$3) opines t*at i""oard ad0ertising in0o"0es use o, "arge signs a"ong roadwa1s to ad0ertise a widerange o, products& ser0ices and causes. *e source ,urt*er e;p"ains t*at t*e signs used in t*e roadside ad0ertising

campaigns must e o0er a certain sie in order to e tru"1 re,erred to as a i""oard. In genera"& t*e sign must e"arge enoug* ,or a dri0er or passenger in a 0e*ic"e to e a"e to c"ear"1 read t*e "ettering w*i"e na0igating t*e

0e*ic"e a"ong a road.

?i""oard are "arge ,ormat ad0ertising disp"a1s intended ,or 0iewing ,rom e;tended distance genera""1

more t*an ' ,eet. ?i""oard messages are permanent and 1ou can e;pose 1ourse", to i""oard o0er and o0er

again& t*us& maing i""oard messages inde"i"e and easi"1 reca""ed 1 t*e audience (!oro& $DD%). !oro ($DD%&

p.77) a0ers t*at t*e importance o, i""oard inc"udes: *ig* 0isua" impact& "ow cost& *ig* product 0isii"it1& *ig*,re=uenc1& and immediate message de"i0er1. It *as a"so een said t*at i""oards do not on"1 impro0e t*e 0isua"

=ua"it1 o, t*e area w*ere t*e1 are p"aced& ut t*e1 a"so ser0e as eauti,u" reminders o, our past and t*e ,uture@

and t*at t*e most important ad0antage o, i""oard o0er ot*er ad0ertising media is t*at it *as t*e potentia" to

capture t*e attention o, t*e audience on t*e go (nna& 2''6@ P"ume"1& 2'''& p. $3)& cited in dego*& Nwano"ue

and e& 2'$3).Se0era" studies *a0e re0ea"ed t*at women are traditiona""1 portra1ed in ad0ertising in stereot1pica" ro"es

or in wa1s t*at do not necessari"1 matc* rea"it1. *e o,ten negati0e representations o, women in ad0ertising and

its e,,ect on 1oung women is a source o, concern to man1 researc*ers (Mat"in& $D%7& cited in sema*& dego*

and !9i*& 2'$3& p.3'). It *as een ,ound t*at women traditiona""1 *a0e een o0errepresented in t*e *ome and

underrepresented outdoors and in usiness settings@ t*at ad0ertising presents a traditiona" stereot1ped portra1a"

o, women to e se; o9ects and *ouse wi0es@ and t*at a"t*oug* ad0ertisers aim to reac* a"" segments o, t*e

consuming pu"ic& t*eir portra1a" o, societ1 is not necessari"1 an accurate re,"ection o, *ow societ1 is composed

(>errante& a1nes and 5ings"e1& $D%%@ B*ipp"e and Court"e1& $D%& p.4@ ?ardwic and Sc*umann& $D76& a""

cited in sema*& dego* and !9i*& 2'$3).

esearc*ers *a0e a"so ,ound t*at stereot1pes can *a0e a negati0e e,,ect on women t*emse"0es. Bomen

ma1 percei0e t*e E*app1 *ousewi,eF stereot1pe as a cu"tura" directi0e& w*ic* in turn& ma1 "ead t*em to put aside

t*eir own desires regarding career and persona" "i,e and rep"ace t*em wit* t*e idea presented t*roug* popu"ar

cu"ture& inc"uding ad0ertisement. d0ertising is a power,u" too" ,or se""ing& ut it can a"so e a power,u" too" ,orattitude c*ange and e*a0iour. ence& t*e danger o, ad0ertising& w*ic* stereot1pes women& is t*at it can "ead to

,orming notions t*at undermine women and t*eir ai"ities. !ne o, t*e most strident criticisms o, ad0ertising is

t*at it portra1s women in an e;treme"1 narrow range o, ro"es wit* depictions concentrated on t*e traditiona"

occupations o, *ousewi,e& a mot*er and secretar1. It *as een ,ound t*at in ad0ertising& it is usua""1 a woman

t*at is depicted as:

• ser0ant o, men and c*i"dren t*at reacts to t*e demands and comp"aints o, *er "o0ed ones wit* a ad

conscience and t*e promise ,or immediate impro0ement (was*& ,ood)

• se;ua" or emotiona" p"a1 to1 ,or t*e e", a,,irmation o, men.

• tec*nica""1 tota""1 c"ue"ess eing t*at can on"1 manage a c*i"d proo, operation.

• >ema"e e;perts& ut stereot1pe ,rom t*e ,ie"ds o, ,as*ion& cosmetics& ,ood or at t*e most medicine.

• s u"tra t*in.

•

+oing ground wor ,or ot*ers& e.g. ser0ing co,,ee w*i"e a 9ourna"ist inter0iews a po"itician (Biipedia&2'$3).

Conse=uent"1& a s1nt*esis o, t*e man1 accusations against ad0ertising re0ea"s t*at ad0ertisements o,ten

present men and women in terms o, power and dominion@ ma"es are a"wa1s in contro" or in c*arge. d0ertising

depicts women as se; to1s ,or t*e se;ua" satis,action o, men 1 disp"a1ing certain parts o, t*eir od1 insuggesti0e wa1s. *e ma"e mode"s used in ad0ertising are portra1ed as strong independent and in contro"

w*ereas t*e ,ema"e mode"s are presented as sumissi0e& wea and dependent. *us& ad0ertising *as *e"ped to

so"idi,1 t*e association o, women and domestic ro"es.

*e studies o, Imam (2'''& p.D2) and Bi""iam (2''4) re0ea"ed t*at t*e media present dominant"1

negati0e images o, women& portra1 ideo"ogica" t*emes encouraging women suordination in t*e societ1@ genderrepresentations in ad0ertisement pro0ides power,u" mode"s o, e*a0iour to emu"ate or react against@ and

mascu"ine usages on ad0ertisements t1pica""1 re,"ects power& strengt*& 0iri"it1& at*"eticism& and competiti0eness

w*i"e ,eminine images portra1 eaut1& sumissi0eness& nurturance and co-operation. *us& i""oard

ad0ertisements "ie ot*er media ad0ertisements suc* as t*e te"e0ision& newspaper and or magaine re,"ect or portra1 women in a 0er1 ad "ig*t& t*ere1& rein,orcing societa" margina"isation& discrimination and o0era""

re"egation o, women to t*e acground.

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esearc* a"so s*ows t*at aout two t*irds o, women ,ee" t*at ad0ertisers go too ,ar in using se; to se"" product and t*at e;p"icit i""oard ad0ertisements are more o,,ensi0e (Media and 8ender Monitor 2''2& cited in

!n1e9ewe& 2''). ecent >renc* eports a"so *ig*"ig*t t*e promotion o, se;ua" 0a"ues in ad0ertisements t*at

increasing"1 s*ow degrading portra1a"s o, women wit* o0ertones o, 0io"ence& se;ua" domination and estia"it1

(Media and 8ender Monitor 2''2& cited in !n1e9ewe& 2''). c"assic e;amp"e is t*e ?arette rand cooingcream ad0ertisement in >rance t*at s*ows a *ead"ess torso o, a woman wit* t*e caption EI do w*at I want wit*

*erF (Me"anson 2''$& cited in !n1e9ewe& 2''). *is e;p"oitation o, ,ema"e se;ua"it1 in ad0ertising& as noted 1 !n1e9ewe (2'') *as negati0e conse=uences ,or women. Images o, t*in mode"s seen& ,or e;amp"e& in

te"e0ision and magaine ad0ertisements and good-"ooing muscu"ar men appear dai"1 in magaines& ,i"ms and

te"e0ision. More 1oung men are a"so turning to drugs& suc* as steroids to *e"p ui"d musc"e strengt*. *is

unrea"istic importance gi0en to od1 image *as een "amed ,or t*e poor se",-esteem and un*appiness among

ordinar1 peop"e& particu"ar"1 t*e 1out* (Cooper $DD7& cited in (!n1e9ewe& 2'').

Courtne1 and B*ipp"e ($D74)& cited sema*& dego* and !9i*& 2'$3) studied t*e portra1a" o, womenin te"e0ision commercia"s and ,ound signi,icant di,,erences etween men and women. Bomen were o0er-

represented in ad0ertisements ,or cosmetics and were "ess "ie"1 to appear in ad0ertisements ,or cars& trucs and

re"ated products. Se0ent1-,i0e percent o, a"" ad0ertisements using women were ,or products ,ound in t*e itc*en

or at*room& rein,orcing t*e stereot1pe t*at a womanAs p"ace is in t*e *ome. Bomen as compared to men& were

portra1ed most"1 in *ouse settings& rat*er t*an usiness settings. Bomen did not mae important decisions and"ast"1& women were depicted as dependent on men and were regarded primari"1 as se;ua" o9ects. Courtne1 andB*ipp"e ($D74) cited sema*& dego* and !9i* (2'$3) de,ined se;ua" o9ects as& w*ere women *ad no ro"e in

t*e commercia"& ut appeared as an item o, decoration. In most ad0ertising& women are genera""1 portra1ed as

suordinate to men or mere"1 as a decorati0e item.

>errante& a1nes and 5ings"e1 ($D%%& p.23$)& cited in sema*& dego* and !9i* (2'$3) stated t*at t*e

portra1a" o, women in te"e0ision ad0ertisements is criticised 1 man1 w*o e"ie0e t*at womenAs depicted ro"es

in commercia"s *a0e not ept pace wit* womenAs c*anging ro"es in societ1. >errante& a1nes and 5ings"e1

($D%%)& cited in sema*& dego* and !9i* (2'$3) ,ound t*at women traditiona""1 *a0e een o0errepresented in

t*e *ome and underrepresented outdoors and in usiness settings. B*ipp"e and Courtne1As ($D%& p.4)& cited in

sema*& dego* and !9i* (2'$3) researc* ,ound t*at t*ere is e0idence t*at ad0ertising presents a traditiona""1

stereot1ped portra1a" o, women and t*at demograp*1 and attitudes *a0e c*anged dramatica""1 o0er t*e past

decade.

d0ertising industr1 continues to serot1pe women to e se; o9ects& *ouse wi0es. d0ertisers arecu"pa"e ,or t*e *eig*tened od1 dissatis,action amongst women& ecause t*e1 constant"1 use se;1 unrea"istic

images o, u"tra t*in mode"s& t*e depiction o, women as se; o9ects and t*e ,re=uent use o, se;& to se"" products.

Since t*e "ate $D6's& t*ere *a0e een concerns regarding t*e portra1a" o, women in t*e media.

?ardwic and Sc*umann ($D76)& cited in sema*& dego* and !9i* (2'$3) ana"1sed t*e portra1a" o, women in

commercia"s and conc"uded t*at to an amaing e;tent& women are preoccupied wit* dirt. #isua" ad0ertisements

are omarded wit* images and s"ogans portra1ing women. esnia (2'$2) *owe0er a0ers t*at t*ere are se0era"

et*ica" considerations ,or se; and gender representation in ad0ertising. Stereot1pes ,or men and women are

*ea0i"1 used in ad0ertising to mae messages c"ear. >or instance& a woman in t*e itc*en cooing a mea" w*i"e

t*e *usand gets *ome ,rom wor is a stereot1pe t*at is o,ten used to se"" dinner items. not*er et*ica" issue to

e addressed is t*e Ese; se""sF approac*. *ere is se; a"" o0er t*e media& especia""1 in a"co*o" and c"ot*ing

ad0ertisements. *is approac*& w*et*er it wors or not& captures t*e attention o, consumers and tries to se"" t*e

product t*roug* o9ecti,1ing ot* genders. esnia (2'$2) *owe0er introduces ten guide"ines ,or t*e est

practices to address t*e considerations to etter ser0e t*e consumers@ t*e1 are:$. Advertisers s*ou"d be aware of t%e goal of t%eir advertisement: d0ertisements ser0e t*e

purpose o, se""ing a product or maing t*e product nown. d0ertisements do nota"wa1s *a0e to

s*oc peop"e to get t*eir attention& e aware o, t*e ,oundation o, t*e ad0ertising message (esnia&

2'$2).

2. (se realistic portra!als, instead of using t%e common stereot!pes: Some women are sta1 at

*ome mot*ers t*at coo and tae care o, t*e ids w*i"e t*e ,at*er wors. *at does not mean t*at

t*ere are no sta1 at *ome ,at*ers out t*ere as we"" or t*at t*ere are no women t*at wor in usiness

settings as a C!. /sing rea"istic portra1a"s wi"" *a0e a positi0e e,,ect o0er using t*e same

stereot1pica" messages (esnia& 2'$2).

3. )oordinate wit% feminist consultants: I, t*e ad0ertisement cou"d potentia""1 o,,end women&

asing an outside opinion wi"" pre0ent ,uture comp"aints (esnia& 2'$2).

4. *rut% is greater t%an se+: Se; ma1 se""& ut consumers want to now aout t*e products ai"it1

to en*ance t*eir "i,e. se;1 picture mig*t capture t*e attention o, consumers& ut a purc*ase wi"" e made on"1 i, t*e consumers t*in t*e product wi"" ene,it or meet t*eir needs (esnia& 2'$2).

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. Researc% t%e target audience: It is important to c"ear"1 de,ine w*ere and w*en t*e messagewi"" appear. >or e;amp"e& a eer ad0ertisement wit* a semi-naed woman mig*t e ,ound in

Ma;im magaine. I, a midd"e-aged woman were to pic up t*e magaine and see t*e ad0ertisement&

most "ie"1 s*e wou"d not e o,,ended i, s*e were picing up t*e magaine in t*e ,irst p"ace

(esnia& 2'$2).6. *est t%e advertisements: ;amine t*e reactions o, t*e target maret and peop"e t*at are not a part

o, t*e target maret. *is wi"" gi0e ad0ertisers an idea o, *ow t*e message wi"" e recei0ed& i, it iso,,ensi0e and i, t*e ad needs to e re0ised (esnia& 2'$2).

7. Relevanc!: Mae sure t*e imager1 used in t*e ad0ertisement matc*es t*e message o, t*e product

1ou are tr1ing to se"" (esnia& 2'$2).

%. )reate a uniue message: Peop"e are not going to rememer anot*er stereot1pica" ad0ertisement

wit* t*at woman cooing or t*at man in t*e wor p"ace. Consumers wi"" u1 somet*ing t*at stands

out to t*em& not somet*ing t*e1 *a0e a"read1 seen (esnia& 2'$2).D. Beaut! is in t%e e!e of t%e be%older: Creating new ideas o, eaut1 wi"" impro0e societ1As

e;pectations ,or w*at is eauti,u" and w*at is not (esnia& 2'$2).

$'. -mpower eac% gender: *e main ,ocus is woman& to diminis* stereot1pes. *is commercia"

maes women t*e main ,ocus and descries *ow Eunapo"ogetica""1 strongF t*e1 are (esnia&

2'$2).

*%eoretical (nderpinning

*e importance o, t*eor1 is underscored 1 5ap"an ($D6')& cited in dego* and sema*& 2'$3): E t*eor1 is a

wa1 o, maing sense out o, a disturing situationF. +aramo"a (2''3) de,ines communication t*eor1 as Ea set o,

ideas w*ic* pro0ides an e;p"anation ,or communication p*enomenaF. *us& t*eories are important in e;p"aining&

c"ari,1ing and predicting t*e p*enomenon centra" to an1 scienti,ic researc* endea0our. >or t*is reason& t*is stud1

adopted two t*eories& name"1: constructi0ism and standpoint t*eories.

Constructi0ism t*eor1 was ,ormu"ated 1 Hesse +e"ia. *e ma9or assumption o, t*e t*eor1 is t*at peop"e

w*o are cogniti0e"1 comp"e; in t*eir perception o, ot*ers *a0e a communication ad0antage o0er t*ose wit* "ess

de0e"oped menta" structures. *ese ,ortunate indi0idua"s *a0e t*e ai"it1 to produce sop*isticated messages t*at

*a0e t*e est c*ance to ac*ie0e t*eir own goa"s. 8ri,,in (2'''& p.$$) notes t*at t*e core assumption o,

constructi0ism is t*at persons mae sense o, t*e wor"d t*roug* s1stems o, persona" constructs. e ,urt*er

oser0es t*at constructs are t*e cogniti0e temp"ates or stenci"s we o,,er& to ,it o0er rea"it1 to ring order out o,c*aos. In t*e same 0ein& a"" (2''') states t*at meaning is constructed 1 indi0idua" users o, "anguage. *e

under"1ing argument o, t*e socia" constructionist t*eor1 o, representation is predicated on t*e ,act t*at meaning

does not reside or in*ere in t*ings in t*e wor"d@ rat*er& it is ,i;ed socia""1& ,i;ed in cu"ture: t*us& it is constructed&

it is produced.

*e ,oregoing imp"ies t*at as *uman eings& we ana"1se acti0ities or e0ents taing p"ace in t*e societ1

and interpret t*em& a,ter w*ic* we wi"" assign meaning to t*em. *e meaning we gi0e to suc* t*ings depends on

*ow we percei0e t*em. *us& we ma1 percei0e t*em to e ad or we percei0e t*em to e good. In an1 e0ent& it

is our perception t*at guides t*e assignment o, meaning. Constructi0ism t*eor1 centres on t*e categories o,

persona"it1 and actions t*at we use to de,ine t*e c*aracter o, anot*er person. *e t*eor1 captures *ow *uman

eings are a"e to depict peop"e& using a 0ast range o, co"umns& s*ades and cues.

*e t*eor1 is 0er1 re"e0ant to t*e stud1 at *and in t*at it ta"s aout t*e wa1 peop"e interpret e0ents and

gi0e t*em meaning@ t*us& t*e wa1 women are portra1ed in i""oard ad0ertising is ased on t*e interpretation o,

t*eir ro"es in t*e societ1.*e standpoint t*eor1 was propounded 1 Sandra arding and Hu"ia . Bood (dego*& sema* and

/de-pe& 2'$3). *e ma9or assumption o, t*e t*eor1 is t*at our standpoint a,,ects our wor"d 0iew@ t*at t*e

position or stance we tae on certain matters a,,ect *ow we 0iew t*ings in societ1. Communication genera""1 *as

a ,rame o, re,erence and it a,,ects *ow we interpret e0er1 ,orm o, communication. In "ine wit* t*is t*ining&

8ri,,in (2'''& p.447) notes t*at:

standpoint is a p"ace ,rom w*ic* to 0iew t*e wor"d around us. B*ate0er our 0antage

point& its "ocation tends to ,ocus our attention on some ,eatures o, t*e natura" and socia"

"andscape w*i"e oscuring ot*ers. S1non1ms ,or standpoint inc"ude 0iewpoint&

perspecti0e& out"oo and position. ac* o, t*ese words suggests a speci,ic "ocation in

time and space& w*ere oser0ation taes p"ace& w*i"e at t*e same time& re,erring to

0a"ues and or attitudes.

*e ao0e assertion points to t*e ,act t*at t*e standpoint t*eor1 main"1 e;p"ains *ow t*e memers o,

t*e audience di,,erent"1 react to media messages ased on t*eir cu"tura" acground. *e wor"d is a p"ace w*ere1ou *a0e di,,erent cu"ture. *us& 1our cu"ture a,,ects *ow 1ou 0iew communication messages. 8ri,,in (2'''& p.

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447) argues t*at t*e socia" groups wit*in w*ere we are "ocated power,u""1 s*ape w*at we e;perience and now&as we"" as *ow we understand and communicate wit* ourse"0es& ot*ers and t*e wor"d. *is imp"ies t*at re"igion&

et*nicit1& etc.& a,,ect our wor"d 0iew. ccording to 8ri,,in (2'''& p. 44%) standpoint t*eorists suggest t*at we can

use t*e ine=ua"ities o, gender& race& c"ass and se;ua" orientation to oser0e *ow di,,erent "ocations wit*in t*e

socia" *ierarc*1 tend to generate distinct accounts o, nature and socia" re"ations*ips. *us w*at peop"e nowaout t*emse"0es& ot*ers and societ1 depends on w*ic* group t*e1 are in.

*e standpoint t*eor1 a"so assumes t*at women are a margina"ised group. *e t*eorists see importantdi,,erences etween men and women@ men tend to want autonom1 w*i"e women tend to want connectedness.

*e standpoint t*eor1 is ade=uate in e;p"aining ine=ua"it1 in t*e societ1 and in addressing margina"isation t*at

*as o,ten een t*e "ot o, women. *us& in i""oard ad0ertising& women are margina"ised. Most o, t*e

ad0ertisements on i""oard are done using men@ it is on"1 w*en t*e1 portra1 negati0e aspects t*at t*e1 mae use

o, women. Sometimes& too& i""oard ad0ertisement comp"ete"1 e;c"udes women e0en w*en t*e product& ser0ice

or idea t*at is eing ad0ertised is used 1 (or is important to) ot* men and women.

Met%odolog!

*e stud1 adopted sur0e1 researc* met*od. ccording to sema*& 8u9awu& *area,o and !panac*i& 2'$2)&

cited in dego*& sema* and /de-pe* (2'$3)& sur0e1 is t*e most appropriate met*od o, gat*ering and

measuring data re"ating to demograp*ics& attitude& opinion and perception. !ne *undred and twent1-,i0e copieso, structured =uestionnaire were distriuted to media practitioners in !nits*a& wa and Nnewi (a"" in namraState). Purposi0e"1& ' respondents were drawn ,rom !nits*a and wa w*i"e 2 respondents were taen ,rom

Nnewi& gi0ing a grand tota" o, $2 respondents. *e presentation o, data t*at ,o""ow uti"ised ta"e o, ,re=uenc1

and adopted simp"e percentage met*od ,or data ana"1sis.

Presentation of .indings

*able /: Return Rate of &uestionnaire

"tem .reuenc! Percentage

eturned and ,ound usa"e $2' D6

Not usa"e 3 2.4

Not returned 2 $.6

ota" distriuted $2 $''

a"e one s*ows t*at t*e return rate o, =uestionnaire is D6 (n J $2') w*i"e t*e morta"it1 rate is 4 (n

J ). *e return rate is *ig*er t*an t*e morta"it1 rate. *e morta"it1 rate o, 4 (n J ) does not a,,ect t*e stud1

ecause it is insigni,icant compared to t*e return rate o, D6. *us t*e copies were considered ade=uate to

represent t*e popu"ation. *e presentation and ana"1sis o, data otained ,rom t*e =uestionnaire was ased on t*e

one *undred and twent1 ($2') copies o, =uestionnaire t*at were returned and ,ound usa"e.

Researc% &uestion #ne

0%at is t%e level of e+posure of media practitioners in Anambra State to Guinness Stout billboard

advertisement1

Responses .reuenc! Percentage

#er1 *ig* 6' '

ig* 6' '

ow ' '*otal /23 /33

a"e two s*ows t*e "e0e" o, e;posure to 8uinness Stout i""oard ad0ertisement 1 media practitioners

in namra State. *e e;posure o, ' o, t*e practitioners (n J 6') was 0er1 *ig* and t*e remaining ' (n J6') *ad E*ig*F e;posure to t*e ad0ertisement. *e imp"ication o, t*e data on ta"e two is t*at media practitioners

are we"" e;posed to t*e ad0ertisement eing studied.

Researc% &uestion *wo

0%at is t%e e+tent of gender neutralit! of t%e advertisement1

*able 4: -+tent of gender neutralit! of t%e advertisement


ig* ' '

ow 3% 32

#er1 "ow %2 6%*otal /23 /33

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a"e t*ree re0ea"s t*e e;tent o, gender neutra"it1 o, t*e 8uinness Stout i""oard ad0ertisement.*irt1-eig*t respondents& representing 32 said t*at t*e gender neutra"it1 o, t*e ad0ertisement is "ow and %2

representing 6% rated t*e ad0ertisement E0er1 "owF in gender neutra"it1. None o, t*e respondents rated t*e

ad0ertisement E*ig*F as ,ar as gender neutra"it1 was concerned. *e import o, data on ta"e t*ree is t*at t*e

ad0ertisement is ,ar ,rom eing gender neutra".Researc% &uestion *%ree

B*at are t*e gender discriminator1 e"ements in t*e ad0ertisementGa"e 4: 8ender discrimination e"ements in t*e ad0ertisement


*e words used 76 63

*e images used 36 3'

*e presentation o, t*e product % 7

*otal /23 /33

a"e ,our captures t*e gender discriminator1 e"ements in 8uinness Stout i""oard ad0ertisement.

espondents w*o stated t*at t*e ma9or gender discriminator1 e"ements in t*e ad0ertisement centred on t*e words

used in t*e ad were 63 (n J 76)@ t*ose t*at asserted t*at t*e gender discrimination e"ements in*erent in t*e ad

was mani,ested in t*e images used in t*e ad0ertisement were 3' (n J 36)@ w*i"e 7 o, t*e respondents (n J %)said t*at t*e ad0ertisement was gender iased ecause o, t*e manner in w*ic* it presented t*e product toconsuming pu"ic.

Researc% &uestion .our

0%at are t%e possible reasons for gender discrimination in t%e advertisement1

*able 5: Respondents6 view on possible reasons for gender discrimination in t%e advertisement


8uinness stout is menAs drin 4 37

!n"1 a ,ew women drin stout 2' $7

It is not good to use women in a"co*o"icdrin ad0ertisement

2 2$

Bomen do not drin stout ' '+onAt now 3' 2

*otal /23 /33

a"e ,i0e presents data on possi"e reasons w*1 8uinness Stout ad0ertisement contains gender

discrimination among women. *irt1-se0en percent o, t*e respondents (n J 4) *e"d t*e 0iew t*at t*e reason

ma1 e ecause 8uinness Stout is considered to e menAs drin@ $7 o, t*e respondents (n J 2') asserted t*at

t*e reason ma1 e ecause on"1 a ,ew women drin Stout@ 2$ (n J 2) o, respondents "ocated t*e reason ,or

women discrimination in t*e ad0ertisement on t*e ,act t*at its is not good to use women in a"co*o"ic drin

ad0ertisement. owe0er& 2 o, t*e respondents (n J 3') did not identi,1 an1 reason ,or t*e ad0ertisementsA posture on women. It is notewort*1 t*at no respondent c*ose t*e option Ewomen do not drin stoutF ecause

8uinness stout is not consumed 1 men (ma"es) on"1. It is a drin ,or ot* ma"e and ,ema"e gender.

7iscussion of .indings

*e ,indings s*ow t*at media practitioners in namra state are 0er1 muc* e;posed to t*e 8uinness Stout i""oard ad0ertisement t*at is t*e asis o, t*is stud1. *eir e;posure is predicated on t*e man1 i""oards o, t*e

ad0ertisement *oisted in se0era" areas in t*e ma9or towns and cities in namra State (in particu"ar) and Nigeria

(in genera"). *e *ig* e;posure to t*e ad0ertisement 1 media practitioners is in "ine wit* t*e researc*ersA

e;pectation as media practitioners are e;pected to e on top o, issues and de0e"opments in t*e media wor"d. "so&

t*e practitionersA *ig* "e0e" o, e;posure to t*e ad0ertisement is a necessar1 precondition ,or e,,icient

pro,essiona" assessment o, t*e ad0ertisement.>indings ,urt*er re0ea"ed t*at t*e 8uinness Stout ad0ertisement is not gender neutra". *e

ad0ertisement is ,ound to e discriminator1 against t*e ,ema"e gender. It is a gender "ind ad0ertisement w*ic*

e;to"s t*e 0irtues o, men and comp"ete"1 o0er"oos t*e ,ema"e. *is ,inding is in "ine wit* t*e ,indings o,

se0era" studies t*at *a0e een re0iewed in t*is stud1@ t*us& con,irming and up*o"ding t*e accusations against

ad0ertising t*at it *as o,ten portra1ed women in negati0e and suser0iant wa1s (>errante& a1nes and 5ins"e1&

$D%%@ B*ipp"e and Coutne1& $D%@ ?ardwic and Sc*umann& $D76& cited in sema*& dego* and !9i*& 2'$3).

*e ,inding con,irms t*e man1 criticisms o, ad0ertising as eing instrumenta" to t*e portra1a" o, men as strong&independent and a"wa1s in c*arge (contro") w*i"e at t*e same time presenting women as wea& dependent and

sumissi0e: presenting men as eing s1non1mous wit* power& strengt*& 0iri"it1& at*"eticism and competiti0eness

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w*i"e portra1ing women images in terms o, eaut1& sumissi0eness nurturance and cooperation (Imam& 2'''@Bi""iam& 2''6). Simi"ar"1& t*is ,inding is in "ine wit* t*e ,indings o, sema*& dego* and !9i* (2'$3). *e

sc*o"ars in t*eir stud1 o, Eaudience perception o, t*e portra1a" o, women in te"e0ision ad0ertisingF ,ound out

t*at women are portra1ed as weaer se;@ t*e1 are portra1ed as peop"e w*o are wea@ w*o do not *a0e strengt*.

*us& w*en it comes to t*e ad0ertisement o, products t*at s*ow strengt*s on te"e0ision& men are used w*i"ewomen are "e,t out. >or e;amp"e& w*en 1ou see t*e ad0ertisement o, "ucoade oost& a man was used and not a

woman. *is s*ows t*at women are portra1ed as wea.*e ,indings ,urt*er s*ow t*at t*e gender discriminator1 e"ements in*erent in t*e 8uinness Stout

ad0ertisement cou"d e "ocated in t*e c*oice o, words o, t*e ad0ertisement& t*e images used or emp"o1ed in t*e

ad and t*e presentation o, t*e product. *e words used in t*e ad are& to sa1 t*e "east& ma"e c*au0inistic.

t*oug*t,u" "oo at t*e words used in t*e ad0ertisement: ECome and drin at t*e ta"e o, menF re0ea"s c"ear"1 a

t*oug*t"ess negation o, t*e c*eris*ed uni0ersa" princip"e o, gender neutra"it1 o,ten associated wit* gender

ad0ertising. *e images depicted in t*e ad0ertisement do not *e"p matters as t*e near"1 a""-men images waitan;ious"1 to pic ,rom and drin at t*e so ca""ed ta"e o, men.

More so& t*e ,indings s*ow t*at t*e possi"e reasons ,or gender discrimination in t*e ad0ertisement ma1

inc"ude& among ot*ers& t*at 8uinness drin is menAs drin& t*at on"1 a ,ew women drin 8uinness Stout and t*at

it is not good to use women in a"co*o"ic drin ad0ertisement. 8uinness Stout is not on"1 consumed 1 men. In

,act& it is nown to e consumed 1 ot* men and women. *is e;p"ains w*1 no respondents c*ose t*e option:Ewomen do not drin stoutF. "t*oug* t*e ratio o, men 0ersus women consumers o, t*e itter taste stout is notnown& it is a nown ,act t*at t*e ma"e and ,ema"e gender consumes stout in Nigeria. *e asic p*i"osop*1

e*ind a"co*o"ic drin ad0ertisement in most ci0i"ised societies is emp*asis on responsi"e consumption o,

a"co*o". o t*is end& t*ere is no "aw ,oridden t*e use o, women in a"co*o"ic e0erage ad0ertisement. So& t*e

near ero representation o, women in t*e ad0ertisement is a c"ear mani,estation o, t*e uti"isation o, ad0ertising to

rein,orce women margina"isation and discrimination in Nigeria.

)onclusion

?ased on t*e ,indings& t*e paper conc"udes t*at t*e 8uinness Stout ad0ertisement is not neutra"& ut gender ias@

t*e ad0ertisement discriminates and margina"ises t*e ,ema"e gender and s*ou"d e condemned 1 a"". ?ased on

t*e ,indings and conc"usion& t*e paper recommends t*at: d0ertising Practitioners Counci" o, Nigeria (PC!N)

s*ou"d a"wa1s ensure t*at ad0ertisement appro0ed ,or pu"ic consumption in Nigeria uses gender sensiti0e

images and words& particu"ar"1 in i""oard ad0ertisements@ PC!N s*ou"d tae ade=uate and decisi0e steps toensure t*at t*e gender "ind ad0ertisement o, 8uinness Stout is wit*drawn ,rom circu"ation ,ort*wit* and t*e

i""oards remo0ed and ad0ertisement e modi,ied 1 admitting a siea"e numer o, women to create a a"ance

etween t*e ratio o, men and women in t*e images s*own in t*e ad0ertisement and 1 proper c*oice o, gender

neutra" words suc* as Ecome and drin at t*e ta"e o, *umans.

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