Perception of women in Egyptian advertising

This research investigates the relationship between Egyptian Mass Media coverage and the perception of the Egyptian audience towards women’s physical appearance in Egyptian Advertising (TV and Magazines). In TV commercials, stereotypes are associated with women. Research indicates that media can generate a continued negative imagery and stereotypes, in particular towards women. There is an obvious inconsistency in the way women dress demonstrating that they are habitually portrayed as more sexual objects than are men. Hopefully, this research would move ahead feminist view towards disparity in the depiction of sexuality and roles of women along the years. In spite of the fact that the study has shown an indication towards the emergence of an innovative tendency towards revealing women equal to men; nevertheless, stereotyping towards women still exists. Both qualitative and quantitative methods of research were applied in this research, which is the ‘perception of women in Egyptian advertising’. In this research, the sample was a “Purposive Non-Random” composed of both genders. Qualitative research was used to gain the insight into the Egyptian society perception of women in Egyptian Media. Then a quantitative research was used to conclude the results and be able to describe the perception of the population under study