Challenging Gender Stereotypes? A Textual Analysis of Gender Roles in Ghanaian Contraceptive Advertisements

Abstract

With females and males taking on diverse and non-traditional roles in recent times, scholars are divided as to whether television advertisers are reflecting these new gender roles or not. Guided by gender role theory, this study aimed at identifying the varied roles females and males are portrayed in, when advertising contraceptives on Ghanaian television. Three television contraceptive ads which mirror gendered differences were textually analyzed. Specifically, a model was adapted from the scholars: Goffman (1979), Kang (1997) and Cameron (1998) in the identification of gender roles and representation. The research's findings indicate that, on the surface, contraceptive ads appear to be gender neutral but they largely reiterate patriarchal ideology or male superiority over females. In conclusion, the gendered portrayals in contraceptive ads continue to reinforce gender stereotypes in the Ghanaian society.