Examining Gender Portrayals and Audience Exposure to Detergent Television Advertisements in Ifo, Ogun State, Nigeria

Abstract

Although awareness of gender inequality is increasing, the belief persists that gender stereotypes in advertising are natural due to traditional views of women as homemakers. In Nigeria, detergent television advertisements frequently depict women primarily as caregivers responsible for domestic chores. Men are either absent or portrayed as superior figureheads who do not participate in household responsibilities. Such portrayals overlook the fact that detergent use extends beyond gendered expectations, involving men and women, health care services, industrial cleaning services, and commercial laundry services. Hence, this study evaluated gender portrayals and audience exposure to detergent television advertisements among residents in Ifo, Ogun State, Nigeria. Anchored on the AIDA model, the study adopted a convergent mixed-method research design that combined a content analysis of nine detergent advertisements aired between 2015 and 2025 with a survey of 383 participants in Ifo Local Government Area, Ogun State. The qualitative results showed that gender stereotypes remain common in Nigerian detergent adverts, portraying women as primary laundry performers; men are often depicted as beneficiaries of laundry or detached from the actual task. The quantitative results revealed that residents have a high level of exposure to detergent television advertisements, which enhances brand recall and recognition (x̄ = 3.09). This study concluded that television remains a significant medium for promoting detergent products and shaping consumers’ brand recall. It therefore recommended that advertisers shift to gender-sensitive advertising that reflects modern household realities where domestic responsibilities are shared.