TABLE OF CONTENTS
Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Table of Contents v
List of Tables vi
Abstract vii
CHAPTER ONE: INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the problem 5
1.3 Objectives of the Study 6
1.4 Research Questions 6
1.5 Significance of the Study 7
1.6 Scope of the Study 8
1.7 Definition of Terms 8
CHAPTER TWO: THEORETICAL FRAMEWORK AND LITERATURE REVIEW 10
2.1 Theoretical Framework 10
2.1.1 Social Construction of Reality 10
2.1.2 Social Learning Theory 13
2.2 Conceptual Review 16
2.2.1 Advertising 16 2.2.2 Television Advertising. 22
2.2.3 History of Television Advertising. 23
2.2.4 Portrayal of Female Gender in Advertising. 25
2.2.5 Evaluation 29
2.2.6 APCON and Advertisement regulation in Nigeria 30
2.2.7 Advertising Media 31
2.2.8 Brief History of NTA 34
2.3 Empirical Review 34
CHAPTER THREE: METHOD OF THE STUDY 38
3.1 Research Method 38
3.2 Population of the Study 38
3.3 Sample size and Sampling Technique 39
3.4 Research Instrument 40
3.5 Validity of the Research Instrument 40
3.6 Reliability of the Research Instrument 41
3.7 Method of administration of the instrument 42
3.8 Method of data analysis 42
CHAPTER FOUR:DATA ANALYSIS AND RESULTS 43
4.1 Field Performance of Research Questions 43
4.2 Analysis of Data on Research Questions 43
4.3 Discussion of Finding 52
CHAPTER FIVE:SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Limitation 55
5.2 Summary 55
5.3 Conclusion 56
5.3 Recommendation 57
5.3.1 Recommendations to various Stakeholders 57
5.4.2 Recommendation to Future Research 58
References 59
List of Tables
Table 1, 2 and 3 answers research question one. 43
Table 3 Women are stereotyped in television advert 44
Table 4 answers the research question two 44
Table 5 answers the third research question 45
Table 6. 7 and 8 answers the fourth research question 50
ABSTRACT
This research focuses on the portrayal of female gender in television advertising in Nigeria with respect to NTA Ilorin. The study tends to stop the indecent portrayal of women in television advertisement is what promoted this research. The research examines some advertisements in NTA Ilorin so as to carefully deduce the true portrayal of women in television advertisements. Ten advertisements were studied using content analysis method and survey method was used to find out the perception of Ilorin west local government Area of Kwara state. The study used social construction of reality theory and social learning theory. It was discovered that women are portrayed in television advertisement as domestic wokers and weak being.
