Framing Gender Equality in Global Brand Advertising: A Critical Analysis of Representation, Messaging and Social Responsibility

Abstract

Abstract

This study examined framing gender equality in global brand advertising: a critical analysis of representation, messaging and social responsibility. Social representation theory was anchored in this study. This study adopted a qualitative research design to explore how global brand advertising frames gender equality through representation, messaging, and corporate social responsibility. The population for the study comprised advertising professionals, marketing managers, and consumers who regularly engage with global brand campaigns in South-South Nigeria, totaling approximately 1,500 individuals according to the Nigerian Bureau of Statistics (2025). A sample of 15 participants was purposively selected to ensure that respondents have direct experience with advertising production or are regular consumers of global brand content, making their insights relevant and informed. Data was collected exclusively through email interviews, allowing participants to provide detailed, reflective responses at their convenience, which is particularly suitable for reaching busy professionals and maintaining flexibility in communication. The findings revealed that global brand advertising framed gender equality in complex and sometimes contradictory ways. In terms of representation, participants reported that women and men were often depicted in traditional roles, with women frequently shown in supportive or beauty-related contexts and men in leadership or authoritative positions, although some campaigns included token portrayals of professional women. The study concluded that global brand advertising continues to reflect and reinforce traditional gender roles, and while some progress has been made in portraying women in professional or leadership contexts, these representations are often symbolic rather than transformative, highlighting the need for more authentic and diverse depictions. The study recommended that the Advertising agencies and global brands ensure more authentic and diverse portrayals of women and men in their campaigns, moving beyond tokenistic or stereotypical roles.