A Comparative Analysis Of The Representation Of Women In Algerian And American Tv Commercials Case Study: Ennahar Tv, Echorouk Tv, Nbc Tv, Fox Tv

Résumé: This research aims at investigating the most used female role stereotypes and product categories in both Algerian and American television advertisement. It seeks to find concrete evidence on the existing relationship between female role stereotypes and product categories. Also, it examines the link between female role stereotypes and Goffman’s categories of decoding behavior. This study relies on the framework used by Plakoyiannaki and Zotos (2009) in “Female role stereotypes in print advertising identifying associations with magazine and product categories”, along with some principles introduced by Goffman (1979) in “Gender Advertisements” such as “The Feminine Touch”, “Licensed Withdrawal”, and “The Smile”. A sample of 12 television advertisements, (6Algerian, and 6 American) extracted from Ennahar TV, Echorouk TV, Fox TV and NBC, are analyzed by adopting the quantitative and qualitative method. The conclusion to be drawn from the findings is that women in Algerian advertisements are represented in traditional roles whereas in American advertisements women are represented in decorative roles. The findings also highlight an association between representations of women in traditional roles and utilitarian products. Accordingly, the outcomes of the research confirm the link between portrayals of women in decorative roles and hedonic products.

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