صورة المرأة في الإشهارالتلفزيوني - مقاربة سيميولوجية لبعض الومضات الإشهارية-

Abstract

This study aims to explore the way the image of women is displayed in television advertisement. It also aims to discuss whether that image reflects the identity of Arab women or whether it is solely an advertising process. The method applied in this connection rests on analyzing advertising flashes as presented by the MBC Network. These commercials employ semiotics to answer main as well as subsidiary questions. An important conclusion this study has come to, is the fact that the advertising flashes shown on MBC can in the first instance be placed in a commercial category, which exploits women for materialistic purposes. This industry pays no attention to domestic norms, nor does it abide by the real part played by women in the society. This attitude establishes a stereotypical image for women as primarily an object of seduction. Associating this image with advertisement makes sensationalism the main aim of the process.