An interactive multimodal analysis of the portrayal of women in tv detergent advertisements

Abstract EN

This research investigates the representation of women in TV commercials.

It is conducted with the help of an interactive multimodal analysis of two TV detergent advertisements.

The major objective of thisresearch is to find out how women are portrayed in both Egyptian and American TV commercials.

Under the broad theory of multimodality, the researcher carries out an interactive metafunction analysis of the selected advertisements.

This analysis is based on three systems: contact, social distance and attitude.

The findings of the researchindicate that the Egyptian advertisement presents a stereotypical image of women.

It supports the belief that a woman has to learn how to do the laundry in order to get married.

On the contrary, the American commercial shows a positive representation of women.

It perpetuates the idea that a woman has to be self-assured and successful at her work.