The stereotypes of women in Egyptian advertising has positive and negative side

Many ancient and contemporary artists were influenced by the image of women for
expressing their creativity. Women were sometimes portrayed in a complicated way, and some
other times in a simple way, but at all times they were impressive, amazing, appreciated and
subject to subject to different interpretations, thus became a subject of controversy and creativity.
The subject of women in contemporary culture has become a thorny element with many
overlaps, which are discussed in women's cultural and social forums, and on the Arab and
international levels in the light of the global change that has been sweeping the world since the
early nineties, commonly known as globalization.
The modern Arabic thought failed to develop its development strategies, leaving women lost
between modernity, modernism, empowerment, equality, freedom, and other terms that have
been exploited to the worst possible degree by media. Advertising is not just one of the most
powerful tools of media sale or promotion of a particular product, but it also creates perceptions
and concepts, and sets goals and values that??Affect the direction of the individual, which in turn
affects their behavior and the culture of the community. Women were portrayed in less positive
and mostly negative stereotypes. They often appeared as girls with exciting clothes and
movements to draw attention to shopping, promote and advertise goods in publications and
posters, and televised advertisements etc., without regard to women's image, social, religious and
economic responsibility. There is no doubt that the exploitation of the female body in such cheap
ways contributes to the destruction of the Arab community structure by spreading moral decay. It
also dissolves the distinct character of Muslim women, uproots them from their original Islamic
principles, and marginalizes their role. Advertising media must adhere to the human values while
presenting advertising messages. Messages must be presented in a manner commensuration with
the traditions, behavior, culture and the prevailing, belief of the society. They shall refrain from
over-imitation of others without distinction between what fits what does not fit the Arab
community. This research presents some suggestions and images that reinforce women positive
role in the development of the society.