Female stereotyping across advertising in the Middle East is creating only a ‘semi representation’ of women. But are things changing?
A dashing prince rides on a gleaming stallion against a spectacular mountain backdrop. Meanwhile his seductively-yet-subtly beautiful beloved bathes in rose petals, decks herself in diamonds and awaits her Prince Charming’s arrival. All very done and Disney. Except while Disney is in fact pushing gender stereotypes with its latest heroines – all hail Queen Elsa – this example of a Lebanese jewellery advert goes right back to the medieval era of women behind walls and men leading the charge. Though the male figure also plays into a constructed gende
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