The Portrayal of Women in Ethiopian Television Advertisements
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Date
2006-06
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Addis Ababa University
Abstract
This study examined the portrayal of women in Ethiopian television
advertisements and documented the various depictions associated with
women as compared to men.
Content analysis was chosen as a method of inquiry for this study. 140
advertisements were initially recorded, of which 94 advertisements were
taken as a final sample (from the ETV Amharic language primetime evening
programmes and Sunday ‘Meto-Haya’ entertainment programme). Each
advertisement was initially coded for all character mix category and for
primary character or figure - whether the primary figure was a male or a
female. In addition, each primary figure in the advertisement was coded for
the following categories:
1) Product type, 2) role, 3) setting, 4) basis for credibility, 5) voice-over
announcer, and 6) sexual imagery or sex object. Using these dimensions,
analysis was performed to determine how women are portrayed in the
advertisements.
The analysis of the data gathered revealed that portrayal of women in ETV
advertisements is in many ways stereotyped and demeaning. The study
found out that the stereotypes associated with women are widespread. Along
with this, the study provided evidence of the existence of similar trend in
many cases toward portraying women and men as different in their
earmarked roles, positions and behaviors.
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Keywords
Ethiopian Television