Representation of women in selected Ghanaian television commercials: a rhetorical-feminist literary approach

Abstract

In this study, a careful attention was given to the representation of women in selected Ghanaian television commercials. Specifically, the study approached the representation of women as portrayed in Ghanaian television adverts from the rhetorical-feminist perspective. The research presented a blend of the rhetorical triangle vis-à-vis the rhetorical appeals as exposed and demonstrated in these selected commercials. The study further engaged the discussion on the representation of women within Post Feminism theory using a qualitative approach and a descriptive analysis method whilst dwelling on the rhetorical appeals and the relevance to
audience understanding. It is often debated that most forms of women representation endorse patriarchal ideology in that women are subservient and only caters to standards set in a patriarchal society. The study revealed that some roles played by women in these television commercials are gendered and appears dependent to men. The research recommended that The Ministry of Gender, Children and Social Protection should liaise with advertising companies to ensure that advertisements produced do not project cultural norms further suggested that the reasons men are attributed to be the centre of strength may be looked at in other studies.