التمثلات الثقافية للأنوثة في الخطاب الإشهاري: تحليل مضمون لعينة من الاشهارات التلفزيونية في الجزائر

Abstract EN

This study focused on the analysis of advertising content in Algerian channels, with the aim of revealing cultural representations that are related to femininity, in terms of social roles, and activities attributed to the woman in the television advertising image.

This study relied on two approaches, the quantitative approach to measure the percentage of the presence of the women in specific roles, spaces and activities, in this context numbers express more eloquently than words, and the qualitative approach, given the social and anthropological nature of this study of description, analysis and comparison of the image promoted in televised advertisements, with the socio-economic reality of Algerian women, as well as the relationship of advertising connotations about the social entity of the female represented in the sociocultural imagination in Algerian society.