Stereotyping and Sexism in Advertising: An Emphasis on the Portrayal of Women in Egypt

Research output: Book/ReportBook

Abstract

Long, uncovered legs. Exposed, plunging cleavage. Slightly parted red lips. Elongated, wavy hair. These physical characteristics describe a typical sexualised portrayal of a woman featured in modern advertising, where advertisers are peddling flesh and not product. This book explores the stereotypical gender images that are being portrayed for women and men as well as the stereotypes associated with both genders in advertising. Through the analysis and interpretation of the data collected from focus groups, content analysis, a structured questionnaire and a pictorial questionnaire, the book provides a deeper understanding of gender stereotypes portrayed in advertising with a special focus on female stereotypes in Egypt. The study discloses methods practiced by advertisers to induce and attract both genders into noticing the advertisement, and how the focus on showing women as sex objects is used frequently that it is a common aspect in contemporary advertising.
LanguageEnglish
Number of pages108
Publication statusPublished - 27 May 2016

Fingerprint

sexism
Egypt
stereotype
gender
questionnaire
content analysis
interpretation
Stereotyping
Sexism
Group
Stereotypes
Questionnaire

Keywords

  • advertising
  • sexism
  • gender stereotype
  • Egypt
  • women

Cite this

@book{5e87d89d29b74f7f9acfc3cebb0a98df,
title = "Stereotyping and Sexism in Advertising: An Emphasis on the Portrayal of Women in Egypt",
abstract = "Long, uncovered legs. Exposed, plunging cleavage. Slightly parted red lips. Elongated, wavy hair. These physical characteristics describe a typical sexualised portrayal of a woman featured in modern advertising, where advertisers are peddling flesh and not product. This book explores the stereotypical gender images that are being portrayed for women and men as well as the stereotypes associated with both genders in advertising. Through the analysis and interpretation of the data collected from focus groups, content analysis, a structured questionnaire and a pictorial questionnaire, the book provides a deeper understanding of gender stereotypes portrayed in advertising with a special focus on female stereotypes in Egypt. The study discloses methods practiced by advertisers to induce and attract both genders into noticing the advertisement, and how the focus on showing women as sex objects is used frequently that it is a common aspect in contemporary advertising.",
keywords = "advertising, sexism, gender stereotype, Egypt, women",
author = "Christine Samy",
year = "2016",
month = "5",
day = "27",
language = "English",
isbn = "3659821632",

}

TY - BOOK

T1 - Stereotyping and Sexism in Advertising

T2 - An Emphasis on the Portrayal of Women in Egypt

AU - Samy, Christine

PY - 2016/5/27

Y1 - 2016/5/27

N2 - Long, uncovered legs. Exposed, plunging cleavage. Slightly parted red lips. Elongated, wavy hair. These physical characteristics describe a typical sexualised portrayal of a woman featured in modern advertising, where advertisers are peddling flesh and not product. This book explores the stereotypical gender images that are being portrayed for women and men as well as the stereotypes associated with both genders in advertising. Through the analysis and interpretation of the data collected from focus groups, content analysis, a structured questionnaire and a pictorial questionnaire, the book provides a deeper understanding of gender stereotypes portrayed in advertising with a special focus on female stereotypes in Egypt. The study discloses methods practiced by advertisers to induce and attract both genders into noticing the advertisement, and how the focus on showing women as sex objects is used frequently that it is a common aspect in contemporary advertising.

AB - Long, uncovered legs. Exposed, plunging cleavage. Slightly parted red lips. Elongated, wavy hair. These physical characteristics describe a typical sexualised portrayal of a woman featured in modern advertising, where advertisers are peddling flesh and not product. This book explores the stereotypical gender images that are being portrayed for women and men as well as the stereotypes associated with both genders in advertising. Through the analysis and interpretation of the data collected from focus groups, content analysis, a structured questionnaire and a pictorial questionnaire, the book provides a deeper understanding of gender stereotypes portrayed in advertising with a special focus on female stereotypes in Egypt. The study discloses methods practiced by advertisers to induce and attract both genders into noticing the advertisement, and how the focus on showing women as sex objects is used frequently that it is a common aspect in contemporary advertising.

KW - advertising

KW - sexism

KW - gender stereotype

KW - Egypt

KW - women

M3 - Book

SN - 3659821632

SN - 978-3659821639

BT - Stereotyping and Sexism in Advertising

ER -