| Abstract: |
Advertising is a major social communication institution that does more than
promote goods and services; it also circulates ideas about identity, family life, work,
leadership, education, and gender roles. In South-South Nigeria, where cultural
traditions, religious values, economic inequalities, and media practices shape
everyday understandings of gender, advertising can either reinforce harmful
stereotypes or contribute to women's empowerment. This article examines the role
of positive and inclusive advertising in changing public attitudes towards women's
empowerment in South-South Nigeria. It focuses on the potential of advertising to
challenge harmful gender norms, encourage girls' education, support women's
participation in leadership and business, and promote shared family
responsibilities. The study adopts a descriptive survey-oriented approach and is
anchored on Social Learning Theory, Agenda-Setting Theory, and Feminist Media
Theory. Existing studies show that Nigerian advertisements frequently portray
women in domestic, decorative, and subordinate roles, although gender-sensitive
campaigns can increase acceptance of women's public participation and decision
making. The article finds that repeated exposure to inclusive portrayals can
gradually reshape public perception, especially when messages are culturally
relevant and distributed through television, radio, social media, outdoor
advertising, and community media. It recommends gender-responsive advertising
policies, stronger regulatory monitoring, collaboration with traditional and
religious leaders, and the deliberate inclusion of women in advertising production
and leadership. The article concludes that advertising can become a practical
instrument for advancing gender equality and sustainable development in South
South Nigeria. |
