Abstract
This paper examines how advertising in Jordan reinforces gender stereotypes, focusing on a controversial 2022 rice advertisement that implied a woman’s cooking skills could preserve her marriage. The study analyzes how media messaging reflects and sustains patriarchal norms while also investigating the societal reactions these portrayals provoke. Using qualitative content analysis, the advertisement is examined for its language, imagery, and cultural symbolism to uncover its embedded gendered narratives. Discourse analysis is applied to public responses, particularly from feminist activists and civil society organizations, to highlight the tension between traditional messaging and contemporary gender sensibilities. The research is further informed by global studies on gender representation and consumer behavior, providing a comparative framework. The findings show that Jordanian advertisements continue to situate women within domestic spaces, often assigning their value to familial duties. However, the widespread backlash against the ad reveals an increasing public resistance to such narratives. Moreover, evidence suggests that brands embracing inclusive gender portrayals tend to build stronger consumer trust and loyalty. By focusing on both patriarchal reinforcement and feminist resistance, this study contributes to broader conversations about gender and media in the Middle East and calls for ethical advertising practices that reflect shifting social values.
Presenters
Bassmah AlTaherAssociate Professor, School of Applied Humanities and Social Sciences, German Jordanian Unviersity, Amman, Jordan
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Gender Stereotypes; Advertising; Media Representation; Feminism; Ethical Marketing; Cultural Codes
