Visual and Linguistic Cues of Gender: A Semiotic Analysis of Costume, Locale, and Language in Select Nigerian Television Commercials

This study examined gender stereotypes in select Nigerian television commercials, focusing on how costume, locale, and language perpetuate gendered representations across Africa Independent Television (AIT), Nigerian Television Authority (NTA), and Channels Television. Specifically, the research analyzed how costume is used to reinforce gender roles, the ways locale shapes gender narratives, how verbal and non-verbal language sustain stereotypes, and the broader societal implications of these portrayals. Anchored on the Social Cognitive Theory and Framing Theory, the study employed qualitative content analysis to critically interpret recurring patterns of gender representation in selected commercials across various product categories such as Maggi, Indomie, GTBank, Lux, and Guinness. The findings revealed that women were predominantly portrayed in domestic or beauty-centered roles through the use of aprons, wrappers, and glamorous attire, while men were dressed in corporate, sporty, or professional outfits symbolizing authority and control. Similarly, locales such as kitchens, dining rooms, and bathrooms confined women to caregiving and private spaces, whereas men were situated in offices, cars, and outdoor environments that emphasized leadership and productivity. Verbal and non-verbal cues further entrenched these stereotypes, as women were associated with soft, nurturing speech and submissive gestures, while men employed assertive tones and dominant body language. The study concluded that these portrayals normalize patriarchal ideologies and perpetuate gender inequality by valorizing men as providers and leaders and relegating women to subordinate or decorative roles. The study recommends that Nigerian media producers and advertising agencies adopt gender-sensitive approaches that promote inclusivity, challenge stereotypes, and align with the United Nations Sustainable Development Goal 5 on gender equality.