Portrayal of Nigerian Women in Billboard and Media Advertising: Roles, Visual Framing, and Sociocultural Impact – A Systematic Review

This systematic study reveals a persistent pattern of gender stereotyping and the under-representation of Nigerian women in billboard, television, print, and online advertising. Women are often shown in decorative, domestic, or subservient roles, while men dominate professional and authoritative positions. An analysis of 17 studies indicates that this representation perpetuates patriarchal standards and marginalises women socially and symbolically. Despite enhanced public awareness, outdated beliefs persist across many media and locations. Theoretical frameworks, such as standpoint theory, objectification theory, and visual semiotics, elucidate psychological impacts, such as diminished self-esteem and internalised bias. To address these issues, the study recommends gender-sensitive advertising practices and increased advocacy for equitable representation.