Arap reklamlarında kadınların cinsiyet stereotipi

This research examines the gender stereotypes of women in Arabic television advertisements highlighting the persistent issue of stereotyping in advertising using a quantitative content analysis approach. The study analyzes a sample of 238 Arabic TV ads to explore the representation of women and the perpetuation of women's gender stereotypes in advertising. The research findings reveal that traditional gender stereotypes of women are still prevalent in Arabic television advertisements, with women often portrayed in conventional roles and reinforcing societal expectations. However, the study also finds evidence of a gradual shift in gender stereotypes, with some ads presenting women in more diverse and empowered roles. The quantitative analysis shows that women are more likely to be shown in domestic and caregiver roles in traditional settings. Still, there is an increase in ads that depict women in non-familial roles. The implications of this research are significant, as gender stereotypes in advertising can shape perceptions of gender roles and influence women's self-esteem, body image, and career aspirations. The study suggests that the shift towards more diverse and empowered representations of women in television advertising is a positive sign. The research finds evidence of a gradual shift in gender stereotypes, but traditional gender roles are still perpetuated. The study calls for more diverse and inclusive representations of women in television advertising to challenge gender stereotypes and promote gender equality. However, there is still a long way to go to achieve gender equality in advertising. Keywords: Stereotype, Gender Stereotype, Women, Advertisements, Arabic advertisements