The Portrayal Of Women In Ethiopian Television Advertisements

This study examined the portrayal of women in Ethiopian televisionrnadvertisements and documented the various depictions associated withrnwomen as compared to men.rnContent analysis was chosen as a method of inquiry for this study. 140rnadvertisements were initially recorded, of which 94 advertisements wererntaken as a final sample (from the ETV Amharic language primetime eveningrnprogrammes and Sunday ‘Meto-Haya’ entertainment programme). Eachrnadvertisement was initially coded for all character mix category and forrnprimary character or figure - whether the primary figure was a male or arnfemale. In addition, each primary figure in the advertisement was coded forrnthe following categories:rn1) Product type, 2) role, 3) setting, 4) basis for credibility, 5) voice-overrnannouncer, and 6) sexual imagery or sex object. Using these dimensions,rnanalysis was performed to determine how women are portrayed in thernadvertisements.rnThe analysis of the data gathered revealed that portrayal of women in ETVrnadvertisements is in many ways stereotyped and demeaning. The studyrnfound out that the stereotypes associated with women are widespread. Alongrnwith this, the study provided evidence of the existence of similar trend inrnmany cases toward portraying women and men as different in theirrnearmarked roles, positions and behaviors.

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