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This study focuses on the effect of television advertisement stereotypes on Yoruba culture in Lagos State, Nigeria. The aim of the study was to examine the effect of television advertisement stereotypes on the Yoruba culture, with a view to promoting culturally-acceptable television advertisements in Lagos State. The study used a structured questionnaire to elicit responses from the respondents in Lagos State. The respondents are made up of the residents of Lagos State. The questionnaires were administered to 400 residents of Lagos State. Purposive sampling was adopted to select the sample by gender who are Yoruba from selected Administrative Divisions (Ikorodu and Eko). The responses of respondents to the questionnaire based on the research objective were analysed using descriptive statistics such as frequency, percentage, and mean score. Pearson coefficient correlation was employed in analysing the hypothesis. The findings of the study indicate that the stereotypes portrayed in television advertisement has a great effect on Yoruba culture in Lagos State.

Keywords: Culture, Gender, Stereotyping, Television Advertising, Yoruba