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Viewing report
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Portrayal of Women in Billboard Advertisements. Edition No. 1
VDM Publishing House, Aug 2009, Pages: 84
As the number of advertising companies increase in Addis Ababa the capital city of Ethiopia, so do the opportunities of using women in their ads. However, considering how frequently gender issues are discussed elsewhere in the world of billboard advertising, how women are portrayed in advertisements rarely comes under scrutiny in Ethiopia.This study examined the portrayal of women in billboard advertisements located in Addis Ababa. by comparing images of women to men the study has documented the various depictions associated with the sexes.Quantitative content analysis was chosen as a method of inquiring for this study. out of 96 advertisements initially coded, 60 were taken as a final sample.These samples were taken from the ides of major roads, near large roundabouts and on raised grounds besides big hotels. The analysis of this sample should help shade a light into how women are being portrayed in the media of a developing nation, particularly in billboard advertisements. Specially when the case is that few studies exist about women in the media in Africa, and fewer about Ethiopia.
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