Thesis (Ph.D.) - Cairo University - African Researches and Studies Institute - Department of Anthropology

Several studies have dealt with the image of women in different media platforms in Arab countries such as drama, film, literature and theater. However, few studies have focused on the image of women in advertising, whether in electronic or print media. People know that the media plays an important role in shaping the ways that the public understand and know societies. It is obvious to note that in the context of television advertising, women are often portrayed in a stereotypical context. In most advertisements, women are depicted as housewives; they rely on men, as sex objects, or marginal roles, and are more commonly assigned to the domestic context. This study works within the context of framing and feminist theories, and employs content analysis to explore the similarities and differences in the representation of women in Egyptian and Moroccan TV commercials, and see how women are represented through patterns of sexual respect, sensuality, motherhood, cleanliness, compassion, female bonding with nature, care and family, responsibilities and patriarchy in advertising. The study examines a census population of the Egyptian and Moroccan TV ads of 2016, in which women were featured prominently.The researcher chose the year 2016 to present a contemporary view on the issue of women's representation in the media, which is an attractive point for media professionals and feminist researchers. The researcher used descriptive and analytical research methods. The researcher prepared a code book and analyzed the content of 459 television ads; 131 of them from Morocco and 328 from Egypt.The researcher focused on the analysis of women's character in advertisements, whichwas 697 female characters

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