AUDIENCE PERCEPTION ON THE PORTRAYAL OF WOMEN IN BEER ADVERTISEMENTS

This study examines audience perception regarding the portrayal of women in beer advertisements within Maraba Rido, Kaduna State. Advertising is a powerful cultural and persuasive tool that shapes societal norms, gender roles, and self-perception. Specifically, beer advertising has been frequently criticized for its tendency to depict women in sexualized, decorative, and subordinate roles, which may reinforce harmful stereotypes and influence audience attitudes. Using a survey research design, data were collected from 400 residents through a structured questionnaire. Findings indicate that audiences generally perceive women in beer advertisements as attentionattracting tools, often portrayed with idealized body shapes and primarily for visual appeal. However, respondents did not strongly perceive these portrayals as overtly sexualized or explicitly subordinate, suggesting a nuanced, culturally moderated interpretation. The study concludes that while objectification in beer advertising within the study area is subtle, it nonetheless reinforces appearance-based gender norms and influences attitudes toward women. Recommendations are provided for advertisers, regulatory bodies, media organizations, and educational institutions to promote more responsible and inclusive gender representation in advertising.