AWARENESS, PERCEPTION AND PREFERENCE FOR GENDER COLORS IN ADVERTISEMENTS BY PARENTS IN KOSOFE LOCAL GOVERNMENT AREA, LAGOS STATE

By Akoja, Mofoluke I. & Adekaiyaja, Oluwakemi

By Akoja, Mofoluke I. & Adekaiyaja, Oluwakemi
Mass Communication Department, Babcock University

ABSTRACT

Over the years, color studies show that the favorite colors for boys were pink due to its semblance of calmness and blue for girls because of its royalty presence. Today, it is the reverse as pink is now the female gender color while blue replaces pink as the male gender color. This study examined parent’s awareness, perception and preference for gender colors portrayed in advertisements. The cultivation and social learning theories provided theoretical background for the study. 300 parents participated from Kosofe Local Government Secretariat participated in the study. Results show that parents are aware of gender color stereotypes in advertisements, they perceive the use of gender colors in advertisement to be stereotypic. It was established that there is a gender difference in preferences for pink versus blue for female and male children as internalized by parents. The need for advertisers to desist from reinforcing gender color stereotypes in advertising was recommended.

Keywords: Gender colors, Stereotypes, Perception, Preference, Children Advertisement

Word count: 170

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