Table of Contents
Abstract
Chapter One: Introduction
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Limitations of the Study
1.9 Organization of the Study
1.10 Definition of Terms
1.10.1 Portrayal of Women
1.10.2 Advertising
1.10.3 Gender Stereotypes
1.10.4 Media Representation
1.10.5 Consumer Perception
1.10.6 Objectification
1.10.7 Cultural Norms
References
Chapter Two: Review of Related Literature
2.1 Introduction
2.2 Theoretical Review
2.2.1 Objectification Theory
2.2.2 Feminist Media Theory
2.2.3 Cultivation Theory
2.2.4 Social Learning Theory
2.3 Conceptual Review
2.3.1 Overview of Key Concepts
2.3.2 Stereotypical Representations: The Three C's (Consumer, Carer, and Conflation)
2.3.3 The Influence of Culture and Tradition on Advertising Narratives
2.3.4 Sexualization and Objectification: The Female Body as a Commodity
2.3.5 The Intersectionality of Gender, Class, and Ethnicity in Portrayals
2.3.6 Regulatory Frameworks and Ethical Considerations in Nigerian Advertising
2.3.7 Counter-Stereotypes and Progressive Portrayals: The Rise of the New Nigerian Woman
2.3.8 Analyzing Language and Discourse in Advertisements Targeting Women
2.3.9 The Role of Advertisers and Advertising Agencies in Perpetuating Stereotypes
2.3.10 Audience Reception and Decoding of Gendered Advertising Messages
2.4 Empirical Review
2.5 Summary of Literature Review
References
Chapter Three: Research Methodology
3.1 Introduction
3.2 Research Design
3.3 Area of the Study
3.4 Population of the Study
3.5 Sample Size Determination
3.6 Sampling Technique
3.7 Nature of Respondents
3.8 Instrumentation
3.8.1 Questionnaire
3.8.2 Content Analysis Schedule
3.8.3 Focus Group Discussion Guide
3.9 Validity and Reliability of Instruments
3.10 Method of Data Collection
3.11 Method of Data Analysis
3.12 Ethical Considerations
3.13 Limitations of the Methodology
3.14 Summary
Chapter Four: Data Analysis and Interpretation
4.1 Introduction
4.2 Questionnaire Administration and Response Rate
4.3 Demographic Characteristics of Respondents
4.4 Analysis of Research Questions
4.4.1 Research Question One: Dominant Roles and Character Attributes
4.4.2 Research Question Two: Reinforcement or Challenge of Gender Stereotypes
4.4.3 Research Question Three: Audience Perceptions and Implications for Societal Gender Expectations
4.5 Test of Hypothesis
4.6 Discussion of Findings
4.7 Summary of Findings
Chapter Five: Summary, Conclusion and Recommendations
5.1 Introduction
5.2 Summary of the Study
5.3 Summary of Findings
5.4 Conclusion
5.5 Recommendations
5.5.1 Recommendations for Advertising Agencies and Practitioners
5.5.2 Recommendations for Regulatory Bodies
5.5.3 Recommendations for Media Organizations
5.5.4 Recommendations for Educational Institutions
5.5.5 Recommendations for Civil Society and Advocacy Groups
5.5.6 Recommendations for Government and Policymakers
5.5.7 Recommendations for Consumers
5.6 Contributions to Knowledge
5.7 Limitations of the Study
5.8 Suggestions for Further Research
5.9 Final Remarks
Questionnaire
Section A: Demographic Information
Section B: Dominant Roles and Character Attributes of Women in Advertising
Section C: Reinforcement or Challenge of Gender Stereotypes
Section D: Audience Perceptions and Implications for Societal Gender Expectations
Section E: Additional Comments and Suggestions
