Browsing by Author "Petros, Hawariat"

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    The Portrayal of Women in Billboard Advertisements: The case of Addis Ababa
    (Addis Ababa University, 2008-06) Petros, Hawariat; Klement, Alice (Professor)
    This study examined the portrayal of women in billboard advertisements located in Addis Ababa. By comparing images of women to men the study has documented the various depictions associated with the sexes. Quantitative content analysis was chosen as a method of inquiring for this study. Out of 96 advertisements initially coded, 60 were taken as a final sample. These samples were taken from the sides of major roads, near large roundabouts and on raised grounds besides hotels. Each advertisement were initially coded for all character mix, types of products and services advertised, role played, basis for credibility, sex object (sexual imagery) and race. Using these variables, analysis was performed to determine how women are portrayed in billboard ads. The analysis of the data gathered reveled that stereotypes associated with women are widespread in billboard ads. However, although very small, there were progresses in some categories, where women were portrayed in diverse roles.