Pages: (138-154 )
Abstract
This study investigated the representation of men in selected product advertisements and their influence on men’s perception of their social roles using Social Cognitive Theory (SCT). This study employed a convergent parallel mixed-methods design, combining a quantitative survey with a qualitative content analysis. Three hundred and eighty male civil servants in Ilorin were surveyed, and six purposively selected Nigerian product advertisements were content analysed. The selected product advertisements spread across three product categories, including seasoning products: Onga seasoning; automobile: Innoson Motors; and home appliances: LG and Nexus advertisements. Findings from the content analysis showed that men were portrayed in multiple roles. Although the dominant portrayal was traditional, depicting men as leaders, providers, independent and authoritative figures, the study found emerging portrayals of men as comfortable, supportive and moderately domesticated. In line with the SCT, results showed that people are more likely to internalise traditional male representation in the analysed advertisements than these emerging portrayals of modern masculinity and domesticity. The study concluded that selected Nigerian product advertisements are still largely tilted towards the traditional representation of men as leaders, authorities, self-sufficient, and undomesticated, which influences men’s perception of themselves. Therefore, it is recommended that creative advertising directors should develop product advertisements reflecting the diverse and inclusive portrayals of men to reflect emerging social realities.
Keywords: Gender roles, Influence, Male gender, Perception, Product advertisement, Representation,