Abstract
The lack of regulation and persistent media practices have posed significant questions about the degree of sexism, recurring gendered themes, and the role advertisement plays in shaping societal perceptions of gender and sexuality. The study investigated interconnection of advertisement and sexism where the herbal sex enhancement drink advertisements in Nigeria were used as a case study. The research utilized a survey method approach by researching the prevalence of gender representation, the magnitude of sexist ideologies, and the implication of such representations on the audience perceptions about gender roles and sexuality. Four hundred respondents were selected from three strategic local government areas in the Ondo State, based on the location of the senatorial districts with the highest exposure to such advertisements. Results showed that men are usually projected as sexually dominating and virile whereas women are projected as passive objects of male desire. Such depictions encourage conventional gender subordination and enhance unrealistic ideals of masculinity and femininity. Indeed, statistical analysis revealed that a dominant majority of the respondents agreed that such advertisements sexualize the adverts, encourage pressure on men in society, and have a negative impact on the way women view themselves. The study concluded that the herbal sex enhancement adverts significantly contribute to creation of gender stereotypes which had a huge influence on popular perception of sex. The work recommended that there should be regulation, gender sensitive advertising regulation, and encouraging equal media portrayals.
Keywords: Advertising, Gender Stereotypes, Herbal Sex Enhancement Drinks, Media Representation, Sexism