Assessment of Portrayal of Nigerian women in Advertisements on Facebook in North Central Nigeria

Abstract

Most people, businesses, and organizations are now using social media to advertise their goods and services to create more awareness and increase patronage in sales in developed nations. Even when a product or service has nothing to do specifically with women or women's issues, it seems to be the trend to use female imagery to advertise goods and services. This study aims to investigate the perception and response of consumers to Facebook advertisements featuring Nigerian women in the digital/marketing space. A framing theory foundation supported the study. To examine Facebook picture-based advertisements and gauge respondents' perceptions and reactions, the researcher employed a quantitative content analysis design. A small sample of respondents were also studied using the survey method and a questionnaire. According to research on how Nigerian women are portrayed in Facebook advertisements, 51% of picture-based advertisements displayed body parts. Customers' perceptions of these advertisements show that using women's images to attract attention and potentially sway consumers' choices. The study came to the conclusion that the replica of women in Facebook advertisements is intended to elicit responses primarily from men and, in a few instances, from women when the products are relevant to them. It was suggested that Facebook advertisements be under the scrutiny of the relevant regulatory bodies to ensure balance in the portrayal of women in advertisements, not just as sex objects and as a subjugated gender.