Sensitivity of Tanzanian Women to gender role portrayals in advertising

Advertisers usually take advantage of using masculine and femine features such as sexuality attract their customers. They often use traditional gender roles to play their brands so as to relate the product to the actual roles in the society. However feminists and intellectuals argue that these types of advertisements lead to stereotypical and negative gender role portrayals. This study aimed at investigating the role of sensitivity of Tanzanian women to gender role portrayals in advertising and their impact on consumer’s behaviours. In addition to that the study intended to determine the actual perception of women towards these advertisements. It was hypothesized that the majority of Tanzanian women are not sensitive to gender role portrayals in advertising than less educated women. Lastly it was hypothesized that younger Tanzanian women are more sensitive to gender role portrayals in advertising compared to old women. The first and the second hypothesis were confirmed while the last one was rejected. The overall results also show that the majority of the Tanzanian women are insensitive to gender role portrayals in advertising. Their opinions were that the current advertisements are attractive, entertaining and they feel comfortable with the advertisements. However they don’t feel entertaining and they feel comfortable with the advertisements that use young girls to perform roles that do not conform to Tanzanian culture. The results also show that the level of sensitivity varies with the level of education and not age groups. It was recommended that markets should continue with the same kind of gender role portrayals since they are successful in the market. However from moral perspectives education and gender courses for women should introduced, to create gender awareness and be able to identify gender issues as portrayed in advertisements especially those stereotypical portrayals. The government should intervene to curb negative role portrayals. The government should intervene to curb negative role portrayals that denigrate women by formulating strict laws.