Viewers’ Perception of Stereotypical Portrayal of Female Models in Television Advertisements of Alcoholic Beverages

Abstract

This study evaluates “viewers’ perception of stereotypical portrayal of female models in Television advertisements of alcoholic beverages.” The study seeks to find out how viewers perceive female models in alcoholic advertisements. The study adopted survey methodology using the instrument of questionnaire to gather relevant data. Purposive sampling technique was used in drawing a sample of 201 respondents. At the end, the study reveals that the presence of female models in television advertisements of alcoholic beverages does not influence people to buy the product, switch brand or even recommend to friends. The study, therefore recommends among other things that advertisers should device more creative means of appealing to consumers instead of stereotyping women for the sale of their products.