Guinness Stout Billboard Advertisement and Gender Representation: Views of Media Practitioners in Anambra State, Nigeria

Abstract

The study investigates Guinness Stout billboard advertisement (come and drink at the table of men) and gender representation. The study, among other objectives, seeks to: ascertain the extent of gender neutrality of Guinness Stout billboard advertisement and to assess gender discriminatory elements in the advertisement. The constructivism and standpoint theories were used as theoretical framework for the study. Quantitative research method was adopted while the questionnaire was used as an instrument of data collection. The findings show that media practitioners in Anambra state are very much exposed to the Guinness Stout billboard advertisement. Findings further show that their exposure is predicated on the many billboards of the advertisement hoisted in several areas in the major towns and cities in Anambra State, in particular and Nigeria, in general. Findings also show that Guinness Stout advertisement is not gender neutral as the advertisement discriminates against the female gender. The findings further show that the gender discriminatory elements inherent in the Guinness Stout advertisement could be found in the choice of words of the advertisement, the images used in the advertisement and the presentation of the product. Based on the findings, the paper therefore concludes that the Guinness Stout advertisement is not neutral, but gender bias; the advertisement discriminates and marginalises the female gender. The paper therefore, among others, recommends that Advertising Practitioners Council of Nigeria (APCON) should always ensure that advertisement approved for public consumption in Nigeria uses gender sensitive images and words, particularly in billboard advertisements. Keywords: Guinness Stout, Billboard, Advertisement, Media, Practitioners and Anambra State.