The Effect of Television and Electronic Advertisements on The Mental Image of Women Among A Group of Female Media Professionals

Abstract

The study aimed to know the effect of television and electronic advertisements broadcast on Arab television screens and on websites on the mental image formed by a group of female media professionals affiliated with the Arab Media Center about women, by answering the sub-questions of the study, the study adopted the descriptive approach through the study tool, which is the questionnaire designed to answer the questions of the study through the respondents, that consisted of 200 female individuals who watch TV advertisements and follow them on the website, and after filling out the questionnaires, analyzing and interpreting them, the following conclusions were reached, the reasons for the respondent’s viewing of advertisements varied, but the largest percentage 94%, was that they watch advertisements involuntarily while watching TV or electronically presented material. This is what is classified as accidental exposure. The percentage of those who believe that the use of women in advertising greatly distorts the image of women is 66.5%. 91% of respondents agreed that women's rights associations and organizations must exert pressure to preserve the image of women and to educate society about their true role through various media, with a rate of 89.5%, the respondents expressed that they were shy when watching an advertisement that aroused in front of family members. 89% of the respondents believe that the ads that appear on social media and YouTube contain in their content greater freedom, and therefore the size of their distance from Arab values is greater, and in the same percentage came the emphasis on the need for some competent authorities to implement training courses for Arab ad directors to comply with our customs and traditions. The percentage of supporters decreased to 30% for the idea that advertising can only be successful by showing the charms of women, the woman's mind by presenting her as a consumer who does not care and only thinks about her elegance and beauty 30%. The study recommended that if a woman must appear in the advertisement, then this appearance should be appropriate to her reality and reflect the real role of women in society. Women's rights associations and organizations must exert pressure to preserve the image of women and educate society about their true role through the various media.