Abstract:
This study examined perception of Ghanaians about television advertisements with gender role
reversals and its effect on attitude towards brand. The Cultivation Analysis theory underpinned
the study.
It was conducted quantitatively, using the survey method and a sample of 195 respondents of
Darkuman-Nyamekye, a suburb of Accra, Ghana. The study found that, respondents are generally
receptive of adverts with gender role reversals and hence express a positive attitude towards it.
Also, it was found that audiences with a positive attitude towards adverts with gender role reversal
express a more positive attitude towards brands that portray such ideas in their adverts. Another
finding of the study was that, most respondents grow up in environments that are very
stereotypical with regard to gender roles defining what a man and a woman should do but
interestingly, they grow up having non-traditional ideologies and embrace the portrayal of role
reversals as a norm leading to them preferring it over stereotypical ones. The study also found that
consumers of adverts are advertising literates and hence watch adverts with critical minds
questioning every content they engage with. Advertisers should therefore be mindful to keep the
consumer in mind by replicating what the consumer’s expectations are in order to
produce messages that resonate with them.
