Women as Reflected in Egyptian TV Commercials

Abstract

In the Arab countries, many studies have tackled the image of women in different media platforms, like in drama, movies, literature, and in theatre; however, very few studies have focused on the image of women in advertisements whether in electronic or in print media. In Egypt, representation of women in TV commercials has received little attention. Since advertising is considered a mirror for the society, and a platform that reflects real life, it is essential, therefore, to study the image of women in Egyptian TV commercials. In light of the Feminist Theory which is concerned with females and their suppression, this study aims at examining the representation of women in Egyptian TV commercials. The study employs the qualitative methods of analysis discourse along with in-depth interviews with advertising professionals to examine, on a population census of Egyptian TV commercials of the year 2016, how the commercials portrayed Egyptian women in different contexts (e.g. rural or urban), occupations, ages, physical appearances, life styles, social roles, social values, and social stratifications. In addition to some technical features of the advert like the type of appeal(s) used, and the visual technique. 

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Author Information
Nesrin El-Sherbini, Modern Sciences and Arts University, Egypt
Salwa Darwish, Institute of African Studies and Research, Cairo University, Egypt
Iman Bastawisi, Institute of African Studies and Research, Cairo University, Egypt
Maha El-Tarabishi, Modern Sciences and Arts University, Egypt

• Category: EuroMedia2017, Virtual Presentation
• Tag: Critical and Cultural Studies, Gender and Communication,

Posted by James Alexander Gordon

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