Abstract

Gender role stereotypes in advertising have been widely addressed by the industry and academic researchers around the world, but this research has not often extended to the Middle East. The current research focuses on consumers’ perceptions of gender role stereotypes in advertising in the United Arab Emirates (UAE), a country where traditions and culture still play a strong role. A survey of 810 residents asked questions about an advertisement they recalled, their perception of the recalled ad, their opinions about gender role stereotypes in advertising in the UAE, as well as a CHAID analysis to understand the differences in perceptions of two ads for specific products. The results found that more participants recalled an ad with a female character compared to an ad with a male character. Also, both men and women participants agreed that the main character in an ad for a household product should be a woman, but disagreed about the main character for a bank ad. Recommendations for the advertising field include targeting cultural understanding and casting more women in ads, especially to create role models for women.

摘要

广告中的性别角色刻板印象已被世界各地的行业和学术研究人员广泛关注，但这项研究并没有经常扩展到中东。当前的研究侧重于消费者对阿拉伯联合酋长国 (UAE) 广告中性别角色刻板印象的看法，该国的传统和文化仍然发挥着重要作用。一项针对 810 名居民的调查询问了他们回忆起的广告、他们对回忆起的广告的看法、他们对阿联酋广告中性别角色刻板印象的看法，以及 CHAID 分析，以了解对特定产品的两个广告的看法差异. 结果发现，与男性角色的广告相比，更多的参与者回忆起女性角色的广告。还，男性和女性参与者都同意家居产品广告的主角应该是女性，但不同意银行广告的主角。对广告领域的建议包括针对文化理解和在广告中吸引更多女性，特别是为女性树立榜样。