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Gender stereotypes in television advertising in the Middle East: Time for marketers and advertisers to step up

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  • Khalil, Ali
  • Dhanesh, Ganga S.

Abstract

Gender stereotypes, which are particularly harmful to women, have historically been prevalent in advertising, prompting some governments and brands to regulate conventional gender portrayals. This study examines current gender portrayals in television advertising in the Middle East, and specifically in the countries of the Gulf Cooperation Council (GCC), because of the increasing importance accorded to women’s empowerment in some of these countries. Building on similar studies elsewhere, we analyze the content of 111 distinct television advertisements aired over a week by a major TV channel in the region. Our analysis reveals that while depictions of certain aspects, such as role (familial/nonfamilial) and location (home/occupational setting), gently nudged traditional stereotypes by portraying women in nonfamilial roles and in occupational settings, depictions of background (female/male/children) and product type further reinforced traditional stereotypes. Based on these findings, we offer specific recommendations to marketers and advertisers in the region.

Suggested Citation

  • Khalil, Ali & Dhanesh, Ganga S., 2020. "Gender stereotypes in television advertising in the Middle East: Time for marketers and advertisers to step up," Business Horizons, Elsevier, vol. 63(5), pages 671-679.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:5:p:671-679
    DOI: 10.1016/j.bushor.2020.05.004
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    References listed on IDEAS

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    1. Habib M. Alshuwaikhat & Ishak Mohammed, 2017. "Sustainability Matters in National Development Visions—Evidence from Saudi Arabia’s Vision for 2030," Sustainability, MDPI, vol. 9(3), pages 1-15, March.
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    Cited by:

    1. Anna Fajula & Mariluz Barbeito & Estrella Barrio & Ana Maria Enrique & Juan José Perona, 2021. "Feminist Stereotypes and Women’s Roles in Spanish Radio Ads," Media and Communication, Cogitatio Press, vol. 9(2), pages 39-51.

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