Representation of Women and Gendered Role Portrayals in Television Advertising: A Content Analysis of Ramadan Advertising in the Pre- and Post-Tunisian Revolution

Mouna Ben Ghanem () and Fawzi Dekhil ()
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Mouna Ben Ghanem: University of Tunis El Manar
Fawzi Dekhil: University of Tunis El Manar

Chapter Chapter 2 in Political Economy of Gender and Development in Africa, 2023, pp 21-48 from Springer

Abstract: Abstract This study compares and contrasts the ways in which men and women are portrayed in television advertising in the pre- and post-Tunisian revolution. The authors content-analyze TV advertisements broadcasted during the month of Ramadan in 2007 (representing pre-Tunisian revolution) and 2017 (representing post-Tunisian revolution). The results show that the use of male and female portrayals has undergone significant changes in the years 2007 and 2017 in accordance with the social evolution of Tunisian society. For both men and women portrayals persist, but there has been a move from the portrayal of the gender in situations considered socially traditional to modern situations. Results also reveal differences in the portrayal of the gender role; TV advertising during the month of Ramadan in 2007 shows the portrayal of women and men are less depicted and less described compared to TV advertising during the month of Ramadan in 2017. There are differences in gender role portrayals in TV advertising during the month of Ramadan in 2007 and 2017. In most spots, women and men appeared together outdoors, presenting services and products promoted for both women and men. Women appeared alone rather young, housewives, at home, presenting agro-food products, and products intended for women. While men appeared alone younger, outdoors, presenting services and masculine products. Implications for advertisers are discussed.

Keywords: Advertising; Gender portrayal; TV commercial; Content analysis; Tunisia (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-18829-9_2

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DOI: 10.1007/978-3-031-18829-9_2

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