Sex Roles

, Volume 58, Issue 11, pp 752–760

Gender Representation in Television Advertisements in Britain and Saudi Arabia

Original Article

DOI: 10.1007/s11199-008-9394-6

Cite this article as:
Nassif, A. & Gunter, B. Sex Roles (2008) 58: 752. doi:10.1007/s11199-008-9394-6


This study conducted a content analysis of TV adverts from Channel One in Saudi Arabia and ITV1 in the United Kingdom in 2000–2001. A total of 164 adverts were analyzed from each country. The analysis compared the representation of men and women. Results showed that men and women were equally visually represented as lead characters in advertisements in both countries, but male voice-overs dominated in Saudi advertisements more so than in British advertisements. Women appeared more often in domestic roles and settings and less often in occupational or leisure roles and settings, and were much more likely than men to promote body care and household cleaning products. These differences were more pronounced in Saudi than in British advertisements.


Gender representationTelevision advertisingCross-cultural

Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  1. 1.University of LeicesterLeicesterUK