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.
Journalism & Mass Communication Department
MA in Journalism & Mass Communication
Date of Award
Online Submission Date
Committee Member 1
Committee Member 2
Library of Congress Subject Heading 1
Advertising -- Egypt.
Library of Congress Subject Heading 2
Women -- Egypt.
The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy.
Approval has been obtained for this item
(2013).Perception of women in Egyptian advertising [Master’s thesis, the American University in Cairo]. AUC Knowledge Fountain.
Arafa, Alia Mohamed. Perception of women in Egyptian advertising. 2013. American University in Cairo, Master's thesis. AUC Knowledge Fountain.