Women's Image in Advertisements

Paper Summary:

This paper states that the the main purpose of this study is to determine the characteristics of women's image in advertisements' contents as depicted in the most widely circulated Arab women magazines in the United Arab Emirates (UAE) and to identify the effect of such contents in formulating the societal image of women. The study also examines how women feel about the presented image of women in advertising. The author points out that, in the UAE, women not only are gaining ground in workforce participation but also are filling positions once held primarily by men; however, this is not always reflected in ads. The paper indicates that the majority of female students felt that the relationship between the woman's image in published advertisements and society's view towards her is a highly positive one. The paper includes the data generated by the survey and several figures, tables and quotations.

Table of Contents:
Introduction
Introduction
Need for the Study
Purpose of the Study
Research Questions
Procedures
Research Hypotheses
Review of Literature
Background and Overview
United Arab Emirates Today
The Impact of Advertisement
The Importance of the Visual Image in Advertisements
The Women's Image in the Visual Advertisements
Depiction of Women in Magazine Advertisements
Methodology
Sample
Instrumentation
Data Collection Procedures
Results
Data Analysis
Discussion and Conclusion
Discussion of Results
Recommendations
Questionnaire

From the Paper:

"Arab information media have by and large been established on a weak economic base throughout the Middle East. For example, Arab newspapers were introduced when national incomes and populations were small, and the literacy rates were low; as a result, both advertising revenues and mass-circulation sales (the two primary sources of commercial newspaper income elsewhere), were restricted. Even after World War II, as the Arab economies enjoyed a new level of prosperity, advertising remained sufficiently insignificant to most Arab businessmen, and did not appear to represent a viable avenue of revenue-generation in the modest-circulation press, to enable newspaper publishers to generate many advertisements in the first place."

Sample of Sources Used:

• Allan, J., & Coltrane, S. (1996). Gender displaying television commercials: A comparative study of television commercials in the 1950s and 1980s. Sex Roles, 35 (3-4), 185-203.
• Al-Haj, M. (1995). Kinship and modernization in developing societies: The emergence of instrumentalized kinship. Journal of Comparative Family Studies, 3, 311-28.
• Al-Makaty, S. S., Boyd, D. A., Van Tubergen, G. N., & Whitlow, S. S. (1996). Attitudes toward advertising in Islam. Journal of Advertising Research, 36(3), 16.
• Baker, C. N. (2005). Images of women's sexuality in advertisements: A content analysis of black- and white-oriented women's and men's magazines. Sex Roles: A Journal of Research, 52(1-2), 13.
• Bernt, J. P. (1995, August). Race and gender diversity in trade and business periodicals as reflected in editorial and advertising images, mastheads, and bylines. Paper presented to the Magazine Division of the Association for Education in Journalism and Mass Communication, Washington, DC.

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