How Women Perceive Their Portrayal Depicted By TV Commercials

During the last three decades, many studies were concerned with the image of women in TV ads, which reflects the interest of the academic community in how women are portrayed and stereotyped. Although there are many studies on the image of women in television,we know little about how people perceive this image. In the content analysis studies of the portrayal of women in TV ads , always we decide what is positive or negative according to our criteria as researchers, without giving the opportunity to respondents to decide in accordance with their frameworks of reference what are positive and negative images. the key research question of this research is "How women perceive their image presented by TV ads on Arab TV channels through providing an opportunity for female viewers to express ,with their own language, how they perceive this image." People who are interested in effects of advertising and media,ethics of advertising, women rights,and intercultural communication may be interested in reading this book.

Autorentext

An Associate Professor of Public Relations & Advertising at the College of Communication, University of Sharjah, UAE and Faculty of Mass Communication, Cairo University.Got his Ph.D from Cairo Unversity in 1999. Has been a visiting scholar at University of South Carolina, USA (1996-1998).Has many publications in advertising and public relations.