Portrayal of Women in Moroccan Television Advertisements: A Cultural and Gender Analysis of ‘La Sigogne’ and ‘Tide’

Abstract

The current article examines the representation of women in Moroccan television advertisements that are broadcasted on the Moroccan national channels on a daily basis. This investigation aims to explore how cultural norms and gender roles are reflected and perpetuated through media. As a matter of fact, media plays a huge role in not only reflecting reality, but also constructing a fake reality through which people construct their identity. By analyzing ‘La Sigogne’ and ‘Tide’ ads, this research aims to uncover stereotypes and social expectations that are imposed on women. Using content analysis, the study unveils the portrayal of women in terms of roles, appearance, and behavior. Findings reveal that the majority if not all advertisements reinforce stereotypes as they depict women as either objects or housewives. By doing so, various feminists call for a reconsideration in the representation of women in Moroccan media.