Abstract

The study aims to analyze the relationship between the target audience gender, the socioeconomic classes, and the level of product/service involvement in the ad with the portrayal of women in Egyptian TV commercials during Ramadan 2019 from a professional perspective. Furthermore, it is essential to see if TV commercials portray women in a way that reflects the reality or challenge it in the Egyptian society. This research is both qualitative and quantitative study as it mainly depends on three methods, which are content analysis, focus groups, and In-depth interviews. The study used a census of all the ads aired on TV channels freely accessible to the Egyptian public for 30 days. From a total population of 712 ads, 100 ads met the criteria to be in the study. The results showed that when women are the target audience gender in the ad and the purchase decision maker, they are portrayed more positively than when the ad targeted men. Another finding was that the portrayal of women is more positive the higher the socioeconomic level targeted in the ad. No significant relationship was found between the level of product/service involvement and the portrayal of women in the ads. Finally, there was a significant difference in the perceived portrayal of women according to the gender of the coders who coded the ads in the content analysis process, despite them being all professionals in the marketing and advertising field.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date

2-1-2020

Submission Date

December 2019

First Advisor

Taher, Ahmed

Committee Member 1

Dinana, Hesham

Committee Member 2

Allam, Rasha

Extent

139 p.

Document Type

Master's Thesis

Rights

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.

Institutional Review Board (IRB) Approval

Approval has been obtained for this item

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