The image of women as reflected in Syrian television advertisements – (content analysis study)

Abstract

The study aimed to identify the image of women in Syrian commercial advertisements on (Sama Satellite Channel) through content analysis of the format (categories, the language of the advertisement, the type of advertisement, the artistic template of the advertisement, the characters represented in the advertisement), and the content categories.( the audience to whom the advertisement is directed, Advertising Appeals , and the type of the product. By analyzing a group of advertisements that were shown on Sama Satellite Channel during the month of Ramadan (2024), the study revealed a set of results, the most important of which were: All advertisements shown on Sama Satellite Channel were in the Arabic language, and as for the types of advertisements, they were most of the consumer type, and the dramatic template was The most used artistic template in advertisements (58.5%). Women were the target audience in most of the television advertisements shown on Sama TV, and the emotional appeals were more frequently used than the rational ones. The majority of the women who appeared in the advertisements were within the age group (youth) with a percentage of (64.7%), The professional role of women (housewife) ranked first among the professional roles in which women appeared in advertisements shown on Sama Satellite Channel, at a rate of (70.5%). As for the social role, the category (mother) had the highest appearance rate, reaching (70.5%). The place where women appear most often in advertisements is the home (82.35%).