Stereotypical portrayals of Lebanese women in local TV commercials

Abstract

This thesis explored women stereotyping in Lebanese TV commercials. Stereotyping concept was defined; international stereotypical images of women and global ads, global images were examined as well as the interpretation of Lebanese TV commercials in the literature review. In the theoretical framework, the Cultivation and the Social Expectation theories were drawn from the Mechanistic and Sociological framework of theories to best examine this subject. This thesis adopted the content analysis technique. Data were analyzed to verify the level to which women depicted in these TV commercials were subject to stereotypical representations. The highest percentage of Lebanese females occupied the family/home sub-category reinforcing traditional occupations and implying that Lebanese women first job in local TV commercials is as housewives (cooking, cleaning or taking care of the family). Moreover, these females were mostly portrayed in commercials related to foodstuff and domestic products. The data collection and analysis showed that depictions of females in television commercials in different ways matched with most advertising stereotypical portrayals of females (as documented by previous researchers).