Audience Perception of Gender Role Reversal in Television Adverts: A Study of Residents of Darkuman-Nyamekye

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.