A Critical Analysis of Gender and Cultural Representation

Media is the biggest way to influence people in all societies. Media does many things like informing and influencing people. These functions made countries more open because they connect people with world events. Media helps people create their political, economic, and social values and expectations. This makes people active citizens in economy, intellect, and culture. This essay looks at different stereotypes in commercial ads.

After watching about thirty commercials on different topics for five hours on Egyptian TV, I noticed many different groups were shown differently, like by gender. Ads often use young women to show happiness. For instance, I saw a chocolate ad (Galaxy Jewels) where a young woman, feeling bored in the middle of the night, eats a piece of chocolate. Then she gets dressed and invites her friends to dance and remember old memories. Many ads use young women to deliver a happiness message. In the past, ads were offensive to women, showing them as second-class citizens and housewives. But now, women's roles in ads have changed a lot. Women have significant purchasing power and have become trademarks in women's purchases. Experts talked about old stereotypes between men and women:

'Despite gender roles beginning to develop in media, old stereotypes are still common and a point of contention in gender equality movements. Women's roles inside the advertising agencies affect the way ads are developed, but for the time being, gender stereotypes remain pervasive in advertising culture. The Women's Rights Movement organized invitations to ban certain products or companies using stereotypes in their advertising campaigns. Purchasing power and regulation are effective means of removing the advertising industry from gender and ethnic stereotypes'. (Lazzari)

Media influences cultural values in a smart and interesting way. I noticed this when I saw an ad called (Abu Shanab). An Egyptian actor appeared in Michael Jackson's style as a rural man wearing a jilbab and a large flap. The ad is about this rural man who entered a clothing shop with many children. He struggled to handle them in a comic way, trying clothes on them but realizing the experience is more enjoyable than buying. The ad raises awareness about the importance of birth control in Egypt and suggests having only two children for a decent life. Media has a high impact on cultural values. Countries need advanced education and media to control citizens' values. Governments use media to reinforce the right cultural values, aiding the country's development. And the evidence for that is the saying:

'These values must promote human social development, not traditional patriarchal values that preserve the uniqueness of cultural groups. The import of media programs from foreign countries appears to be the most prominent form of cultural control. The over-reliance on imported programs is due to the high cost of local production, the lack of trained staff, and the lack of will and determination by the governments of third world countries. The successful cultural assimilation of media in third world countries depends on cultural values that help develop and promote them in society'. (Goonasekera)

I see different patterns in Abu Shanab because it influences people to follow, not to buy, unlike the chocolate ad. This pattern is repeated, like in another ad about butter (Rawabee). This ad shows women as happiness makers by cooking simple and delicious food, repeating the gender concept in ads.

Media plays a big role in perpetuating stereotypes. People should learn to think carefully and independently of the messages ads deliver. By understanding stereotypes and the power advertisers have, we can fight them. Ads for residential compounds were more sophisticated or glamorous than others. I saw about five ads for compounds, but one stood out for Skyline. An Egyptian actor and his wife appear, talking about daily work pressures and traffic. He asks if there’s time to enjoy and answers that there is in Skyline. He describes all the qualities needed for comfort, affecting many who face daily pressures. This ad addresses a sensitive social issue, positively impacting citizens by presenting a solution. Media can reflect reality in two minutes.

In conclusion, despite stereotypes, brands focus on ad campaigns to sell products and services. They send a message to increase sales. If stereotyped groups want change, brands will likely change when purchasing power becomes a brand. Strategic shopping and buying from brands that represent diverse people positively is the only way to change stereotypes in ads effectively.