Year: 2026
Type: article
Study design: Observational Study
Abstract: This study investigated how residents of Yenagoa perceive the portrayal of women in stout beer television advertisements. Concerns have grown globally regarding the representation of women in alcoholic beverage advertisements, particularly the reinforcement of sexual objectification, gender stereotyping and unrealistic beauty expectations. The study adopted a survey research design, and data were collected from 400 residents selected through purposive sampling in Yenagoa city. A structured questionnaire was used to measure participants’ exposure to stout beer television advertisements and their perceptions of the portrayal of women, and the perceived influence of such portrayals on the attitude of residents. Findings indicate that the majority of respondents view the representation of women in stout beer advertisements as largely sexualized and stereotypical, often portraying women as symbols of pleasure, attraction, or reward rather than as autonomous individuals. Respondents also perceive these portrayals as promoting gender bias and reinforcing harmful cultural narratives that reduce women to marketing tools for male-oriented products. Furthermore, a significant proportion of participants expressed concern that such portrayals negatively influence public attitudes toward women’s roles and self-image, especially among young viewers. The study concludes that stout beer television advertising in Nigeria, specifically in Yenagoa, tends to perpetuate gender stereotypes and objectification. It recommends that regulatory bodies and advertising agencies adopt more ethical and gender-sensitive approaches to female representation in alcohol marketing.
Author: Pepple, Ibituru Iwowari
Institution: Federal University Otuoke
Language: English
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7217800960