Portrayal of Women in Nigerian Newspaper Advertisements: A Study of Vanguard and The Guardian (2023–2024)

Background: The media play powerful role in shaping societal perceptions, yet advertisements often misrepresent women, reinforcing gender stereotypes and unrealistic beauty standards. These portrayals influence self-esteem, shape public perception, and limit how women’s roles are viewed in society. Objective: This study examined the portrayal of women in newspaper advertisements by analysing the frequency of adverts featuring female models, how these models are presented, the messages accompanying their portrayal, and the prominence given to such advertisements in the selected dailies. Method: The study adopted a content analysis research design, collecting data through a code sheet. Using a census sampling technique, 63 advertisements published between January–March 2023 and January–March 2024 were analyzed. The study was guided by objectification theory and cultivation theory. Results: Vanguard (42) featured more adverts portraying women than The Guardian (23). Women were most often depicted as wives and mothers rather than professionals. Messages accompanying these portrayals were largely related to the models' appearances. Newspaper adverts portraying women received significant prominence, with many appearing as full-page and half-page ads. Unique Contribution: This study provides fresh insights into the media’s role in reinforcing societal beauty standards and limiting women’s representation in professional roles. It highlights the need for more diverse and inclusive portrayals of women in Nigerian media. Conclusion: The study concludes that newspaper advertisements continue to reinforce traditional gender roles and appearance-focused portrayals, limiting the representation of women in diverse and professional capacities. Recommendation: Women should cultivate healthy self-esteem to resist societal pressure from idealized media portrayals. The Advertising Practitioner’s Council of Nigeria should implement stricter regulations to curb the objectification of women in advertisements.