Gender Depictions in TV Advertising in the Gulf: Any Sign of Change?
Document Type
Article
Source of Publication
International Journal of Customer Relationship Marketing and Management
Publication Date
1-1-2024
Abstract
This content analysis examines gender portrayal in advertisements in television advertising in the GCC, and contrasts those depictions with the results of an earlier study of the same region. Analysis revealed that stereotypical depictions of men and women continued to hold, specifically with respect to the association between the central figure's gender and the type of advertised product, as well as in background setting. However, in terms of roles (familial, autonomous) and location (home, occupational setting), as women continued to be depicted mainly in familial roles and at home, men were also increasingly portrayed progressively in familial roles and at home. The findings are discussed in comparison to extant literature and the changes occurring in the Gulf region with regard to gender roles.
DOI Link
ISSN
Publisher
IGI Global
Volume
15
Issue
1
Disciplines
Social and Behavioral Sciences
Keywords
Arab countries, GCC, Gender portrayal, Gender roles, Gender stereotyping, Gulf region, Middle, television advertisements East
Scopus ID
Recommended Citation
Khalil, Ali, "Gender Depictions in TV Advertising in the Gulf: Any Sign of Change?" (2024). All Works. 6393.
https://zuscholars.zu.ac.ae/works/6393
Indexed in Scopus
yes
Open Access
yes
Open Access Type
Gold: This publication is openly available in an open access journal/series