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For over five decades, scholars have examined depictions of women and men in advertising and media, including the analysis of stereotypes, cultural implications, and social consequences. This research aims to analyze the relationship between target audience characteristics, such as gender and socioeconomic class, and the portrayal of women in Egyptian television commercials (TVCs), taking into account the level of product involvement. The study analyzed 100 TVCs aired on Egyptian television channels over a period of thirty days. Three hypotheses were tested, and two of them were supported by the research findings. The study concluded that advertisements targeting both a higher socioeconomic group of consumers and women tended to portray women in a better light. Additionally, the level of product involvement did not have an impact on the portrayal of women in the commercials, regardless of high or low involvement.
Ahmed Taher (Sun,) studied this question.