صورة المرأة في إعلانات الصحف الإلكترونية المصرية : دراسة سيميائية

Abstract EN

The study aimed to identify the image of women in advertisements published on the Egyptian newspaper sites via the Internet with a comparison between them and the reality of women in society, and this study belongs to qualitative studies, and it relied on the qualitative method and used the psychological method, and the study sample was identified in the ads published on the website of two newspapers They are: Al-Ahram and the seventh day, in which the image of women is clearly and explicitly shown, The results of the results reached to: - The ads in question used colloquial language in their letters, and most of the advertising images came in a square shape, and the movement of the camera in all the advertising images was fixed, as well as the advertising images varied in terms of the type of shot, where the close and medium proximity shot was used And long enough to serve the goals of the advertisement, as the image in most advertisements came with the angle of the regular confrontation, and used backgrounds and colors of different types and their indications, and the positions, movements and gestures were largely employed in order to arouse the consumer's interest and convince him of the commodity, - The ads under study focused on displaying the image of women as an element of attraction in exchange for not making the most of other elements of attraction such as titles, texts, drawings, etc.

, and some of the advertising images were not related and had nothing to do with the content of the advertisement.