Stereotyping and Sexism in Advertising

Long, uncovered legs. Exposed, plunging cleavage. Slightly parted red lips. Elongated, wavy hair. These physical characteristics describe a typical sexualised portrayal of a woman featured in modern advertising, where advertisers are peddling flesh and not product. This book explores the stereotypical gender images that are being portrayed for women and men as well as the stereotypes associated with both genders in advertising. Through the analysis and interpretation of the data collected from focus groups, content analysis, a structured questionnaire and a pictorial questionnaire, the book provides a deeper understanding of gender stereotypes portrayed in advertising with a special focus on female stereotypes in Egypt. The study discloses methods practiced by advertisers to induce and attract both genders into noticing the advertisement, and how the focus on showing women as sex objects is used frequently that it is a common aspect in contemporary advertising.