Women in Moroccan Television Advertising: Between Cultural Values and Market Trends

Abstract

This article aims to critically examine the pervasive stereotypical portrayals of women in Moroccan television advertisements. Using a mixed-methods approach of qualitative and quantitative research, the study collects data through a semiotic perspective to reveal women’s hidden representations. The results indicate that advertising in Moroccan television depicts females in stereotypical roles, for instance, housewives, sexual objects, and in subordinate positions to their male counterparts. This article suggests that the representations noted earlier strengthen and uphold patriarchal systems. To gain a deeper understanding of gender dynamics and representation, additional research should investigate the portrayal of women in diverse formats such as films, video games, and digital platforms. The examination of those stereotypes in various context will help determine whether these stereotypes are perpetuated or abolished.