Conclusion

The advertising scene in general and the Arab advertising scene have been inundated with stereotypical representations of women. Even though some attempts to fight this trend have been made, most notably the 2004 Dove campaign promoting real beauty, the roles of the femme fatale, the sex kitten, the nasty villainess and the super mom continue to strive. It is important for the audience to look at sexist ads critically in order to avoid the negative consequences of such sexist commercials (Nelson, 2006).

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