Advertisements in Egypt have traditionally reinforced gender stereotypes, the roles that are assigned by society to men and women from an early age.
This bias has been shown especially where it involves women and girls.
On TV and radio, in newspapers, online and across streets, over the years they portrayed the equivalent of the 1950s American advertising industry’s depiction of the ideal homemaker.
But the tide is turning, industry executives and academics in Egypt say, as a younger and more empowered generation takes the reins and reflects a changing society.
“Stereotypes still exist. However, it’s no longer only framing females in domestic duties or in condescending roles,” says Mervat Abou Oaf, a professor of practice and former chair of the Journalism and Mass Communication department at the American University in Cairo.
“It is a fact that we live in a masculine-dominant society. This is still a fact,” says Professor Abou Oaf, who has been a member of the National Council for Women in Egypt since 2006.
“But have we changed? Of course, we’ve changed dramatically — and very rapidly.”
An episode that highlighted this change was Amr Diab’s Citroen advertisement, in December, which was removed by the French car manufacturer after accusations that it normalised sexual harassment.
The advertisement features the Egyptian megastar using the camera on a Citroen C4 car he is driving to take a picture of a woman crossing the street, without her consent.
The last decade has been important for women’s empowerment in Egypt. Violence against women during the Egyptian uprising of 2011 inspired action, leading to the country’s #MeToo movement in the summer of 2020.
Since President Abdel Fattah El Sisi took office in 2014, Egypt has strengthened laws against sexual harassment, child marriage and female genital mutilation. There are more women than ever in parliament and serving as ministers.
At the same time, nearly 87 per cent of Egyptian men and 77 per cent of women believe that a woman’s most important role is to take care of the home and cook for the family, a 2017 study conducted by UN Women and Promundo found.
The International Men and Gender Equality Survey in the Middle East and North Africa, which interviewed 10,000 men and women aged 18 to 59 in four countries, also found that about 90 per cent of Egyptian men and 58 per cent of women think a man should have the final word about decisions in his home.
'Some things are not OK any more'
Gender stereotypes in advertising are not unique to Egypt.
Research released by Unilever in 2016 found that 40 per cent of women don’t recognise themselves in the advertisements they see. Half of advertisements across a range of countries and brands showed a negative or “not progressive” stereotype of women and only 3 per cent showed clever or funny women, the consumer goods company said.
Alongside UN Women, Unilever started the Unstereotype Alliance in 2017 across the business, technology and creative industries to rally against stereotypical gender portrayals.
“Some things used to be OK and they’re not OK any more," says Meryl Elafifi, who has been in the business for 30 years and became the first female executive creative director at a multinational advertisement agency in Egypt in 2016.
"The representation of women has changed dramatically.”
On a global level, she points to Rolling Stones magazine’s Rockin’ Mamas April 2021 campaign, which showed women as the “true rockstars” of the Covid-19 pandemic. The campaign was led by Egyptian director Ali Ali and won several D&AD awards last month, a prestigious benchmark for creative excellence in design and advertising.
It showed mothers going through the balancing act of working, learning, night-time feedings and taking care of their children in all of its unglamorous glory.
“For me, it was shocking, because all my life I saw mums in a certain frame of interpretation,” says Ms Elafifi, who founded her own boutique agency, Merf, last year. “As a mother, I see myself in Ali’s advertisement more than I had ever seen myself in any commercial.”
While advertisements in Egypt have not pushed the envelope to that extent, there are noticeable shifts.
Egyptian comedic actor Mohamed Henidy promotes washing machines, refrigerators, microwaves and air-conditioning units in a campaign for home appliances retailer El Araby.
In another humorous advertisement for vehicle brand MG, an elderly Egyptian woman speeds through the streets with her new SUV. In a reversal of traditional roles, her son chats with a neighbour as he trims plants and waters his front garden.
Dairy products producer Juhayna almost makes fun of itself in an advertisement showing a mother and daughter in an idyllic light with cheesy background music and the message “Juhayna encourages mothers”. Then it cuts to men asking why they cannot be encouraged, too, saying they also consume Juhayna products.
Several brands are promoting Egyptian women in sports, including First Abu Dhabi Bank Egypt and Ariel laundry detergent. The FAB advertisement, with the theme “success builds success”, shows female athletes breaking barriers and ends with Hana Goda, a young and rising table tennis star.
Ariel features Feryal Abdelaziz, the first female Egyptian to win a gold medal at the Olympic Games. While detergent advertisements almost always address homemakers and mothers directly, Ms Abdelaziz promotes Ariel as a way to keep her karate uniform sparkling white.
Naila Fattouh, group managing director at Impact BBDO, says certain products will always be aimed at women, but the way they are marketed is changing, based on consumer research.
“The consumer is more accepting of different options, so it’s not always the wife cooking and the husband coming in and the kids smiling,” she says. “It could still be the woman cooking, but it is less about pleasing the rest of the family and more about enjoying the process of cooking.”
Some oil and vegetable ghee brands, such as Rawaby, are even using male chefs as ambassadors.
Real estate developers have been particularly progressive in how they depict women, Ms Fattouh says.
In a campaign for Sodic property company's Karmell development, Egyptian actress Amina Khalil is shown as an independent, free-spirited woman riding her bike, practising fencing, snapping photos and creating pottery.
“Amina embodies that new, cool Egyptian woman who’s got it all,” Ms Fattouh says.
Using both male and female celebrities is another trend that has become more popular in Egyptian advertising.
“Celebrity appeal has become much more dominant in advertisements over sex appeal,” says Professor Abou Oaf.
While men still dominate the creative side of the advertisement industry in Egypt, women dominate the business side. That, too, is changing.
“Today we have exceptional female creatives,” Ms Fattouh says. “In the next five years, you’ll find a lot of very senior female creative leads.”
A younger generation on both the advertiser side and the client side, who were in their 20s or 30s during the 2011 revolution, will gradually bring about more change, says Ms Elafifi.
“A lot of young people are now leading on the advertisement scene,” she says. “And they have not seen ‘before’. They only see what’s happening around them and that will reflect on how we represent women.”
How to apply for a drone permit
- Individuals must register on UAE Drone app or website using their UAE Pass
- Add all their personal details, including name, nationality, passport number, Emiratis ID, email and phone number
- Upload the training certificate from a centre accredited by the GCAA
- Submit their request
What are the regulations?
- Fly it within visual line of sight
- Never over populated areas
- Ensure maximum flying height of 400 feet (122 metres) above ground level is not crossed
- Users must avoid flying over restricted areas listed on the UAE Drone app
- Only fly the drone during the day, and never at night
- Should have a live feed of the drone flight
- Drones must weigh 5 kg or less
Guide to intelligent investing
Investing success often hinges on discipline and perspective. As markets fluctuate, remember these guiding principles:
- Stay invested: Time in the market, not timing the market, is critical to long-term gains.
- Rational thinking: Breathe and avoid emotional decision-making; let logic and planning guide your actions.
- Strategic patience: Understand why you’re investing and allow time for your strategies to unfold.
The specs
Engine: 6.2-litre V8
Transmission: ten-speed
Power: 420bhp
Torque: 624Nm
Price: Dh325,125
On sale: Now
Key findings of Jenkins report
- Founder of the Muslim Brotherhood, Hassan al Banna, "accepted the political utility of violence"
- Views of key Muslim Brotherhood ideologue, Sayyid Qutb, have “consistently been understood” as permitting “the use of extreme violence in the pursuit of the perfect Islamic society” and “never been institutionally disowned” by the movement.
- Muslim Brotherhood at all levels has repeatedly defended Hamas attacks against Israel, including the use of suicide bombers and the killing of civilians.
- Laying out the report in the House of Commons, David Cameron told MPs: "The main findings of the review support the conclusion that membership of, association with, or influence by the Muslim Brotherhood should be considered as a possible indicator of extremism."
Terror attacks in Paris, November 13, 2015
- At 9.16pm, three suicide attackers killed one person outside the Atade de France during a foootball match between France and Germany
- At 9.25pm, three attackers opened fire on restaurants and cafes over 20 minutes, killing 39 people
- Shortly after 9.40pm, three other attackers launched a three-hour raid on the Bataclan, in which 1,500 people had gathered to watch a rock concert. In total, 90 people were killed
- Salah Abdeslam, the only survivor of the terrorists, did not directly participate in the attacks, thought to be due to a technical glitch in his suicide vest
- He fled to Belgium and was involved in attacks on Brussels in March 2016. He is serving a life sentence in France
Specs
Engine: Dual-motor all-wheel-drive electric
Range: Up to 610km
Power: 905hp
Torque: 985Nm
Price: From Dh439,000
Available: Now
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Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
The Little Things
Directed by: John Lee Hancock
Starring: Denzel Washington, Rami Malek, Jared Leto
Four stars
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UAE currency: the story behind the money in your pockets
UAE currency: the story behind the money in your pockets
Specs
Engine: Duel electric motors
Power: 659hp
Torque: 1075Nm
On sale: Available for pre-order now
Price: On request
Euro 2020
Group A: Italy, Switzerland, Wales, Turkey
Group B: Belgium, Russia, Denmark, Finland
Group C: Netherlands, Ukraine, Austria,
Georgia/Kosovo/Belarus/North Macedonia
Group D: England, Croatia, Czech Republic,
Scotland/Israel/Norway/Serbia
Group E: Spain, Poland, Sweden,
N.Ireland/Bosnia/Slovakia/Ireland
Group F: Germany, France, Portugal,
Iceland/Romania/Bulgaria/Hungary
TEACHERS' PAY - WHAT YOU NEED TO KNOW
Pay varies significantly depending on the school, its rating and the curriculum. Here's a rough guide as of January 2021:
- top end schools tend to pay Dh16,000-17,000 a month - plus a monthly housing allowance of up to Dh6,000. These tend to be British curriculum schools rated 'outstanding' or 'very good', followed by American schools
- average salary across curriculums and skill levels is about Dh10,000, recruiters say
- it is becoming more common for schools to provide accommodation, sometimes in an apartment block with other teachers, rather than hand teachers a cash housing allowance
- some strong performing schools have cut back on salaries since the pandemic began, sometimes offering Dh16,000 including the housing allowance, which reflects the slump in rental costs, and sheer demand for jobs
- maths and science teachers are most in demand and some schools will pay up to Dh3,000 more than other teachers in recognition of their technical skills
- at the other end of the market, teachers in some Indian schools, where fees are lower and competition among applicants is intense, can be paid as low as Dh3,000 per month
- in Indian schools, it has also become common for teachers to share residential accommodation, living in a block with colleagues
COMPANY%20PROFILE
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WOMAN AND CHILD
Director: Saeed Roustaee
Starring: Parinaz Izadyar, Payman Maadi
Rating: 4/5
From Europe to the Middle East, economic success brings wealth - and lifestyle diseases
A rise in obesity figures and the need for more public spending is a familiar trend in the developing world as western lifestyles are adopted.
One in five deaths around the world is now caused by bad diet, with obesity the fastest growing global risk. A high body mass index is also the top cause of metabolic diseases relating to death and disability in Kuwait, Qatar and Oman – and second on the list in Bahrain.
In Britain, heart disease, lung cancer and Alzheimer’s remain among the leading causes of death, and people there are spending more time suffering from health problems.
The UK is expected to spend $421.4 billion on healthcare by 2040, up from $239.3 billion in 2014.
And development assistance for health is talking about the financial aid given to governments to support social, environmental development of developing countries.
Switching%20sides
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How Filipinos in the UAE invest
A recent survey of 10,000 Filipino expatriates in the UAE found that 82 per cent have plans to invest, primarily in property. This is significantly higher than the 2014 poll showing only two out of 10 Filipinos planned to invest.
Fifty-five percent said they plan to invest in property, according to the poll conducted by the New Perspective Media Group, organiser of the Philippine Property and Investment Exhibition. Acquiring a franchised business or starting up a small business was preferred by 25 per cent and 15 per cent said they will invest in mutual funds. The rest said they are keen to invest in insurance (3 per cent) and gold (2 per cent).
Of the 5,500 respondents who preferred property as their primary investment, 54 per cent said they plan to make the purchase within the next year. Manila was the top location, preferred by 53 per cent.
Getting%20there%20and%20where%20to%20stay
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Basquiat in Abu Dhabi
One of Basquiat’s paintings, the vibrant Cabra (1981–82), now hangs in Louvre Abu Dhabi temporarily, on loan from the Guggenheim Abu Dhabi.
The latter museum is not open physically, but has assembled a collection and puts together a series of events called Talking Art, such as this discussion, moderated by writer Chaedria LaBouvier.
It's something of a Basquiat season in Abu Dhabi at the moment. Last week, The Radiant Child, a documentary on Basquiat was shown at Manarat Al Saadiyat, and tonight (April 18) the Guggenheim Abu Dhabi is throwing the re-creation of a party tonight, of the legendary Canal Zone party thrown in 1979, which epitomised the collaborative scene of the time. It was at Canal Zone that Basquiat met prominent members of the art world and moved from unknown graffiti artist into someone in the spotlight.
“We’ve invited local resident arists, we’ll have spray cans at the ready,” says curator Maisa Al Qassemi of the Guggenheim Abu Dhabi.
Guggenheim Abu Dhabi's Canal Zone Remix is at Manarat Al Saadiyat, Thursday April 18, from 8pm. Free entry to all. Basquiat's Cabra is on view at Louvre Abu Dhabi until October
Tamkeen's offering
- Option 1: 70% in year 1, 50% in year 2, 30% in year 3
- Option 2: 50% across three years
- Option 3: 30% across five years
NO OTHER LAND
Director: Basel Adra, Yuval Abraham, Rachel Szor, Hamdan Ballal
Stars: Basel Adra, Yuval Abraham
Rating: 3.5/5
What is graphene?
Graphene is extracted from graphite and is made up of pure carbon.
It is 200 times more resistant than steel and five times lighter than aluminum.
It conducts electricity better than any other material at room temperature.
It is thought that graphene could boost the useful life of batteries by 10 per cent.
Graphene can also detect cancer cells in the early stages of the disease.
The material was first discovered when Andre Geim and Konstantin Novoselov were 'playing' with graphite at the University of Manchester in 2004.
What's in the deal?
Agreement aims to boost trade by £25.5bn a year in the long run, compared with a total of £42.6bn in 2024
India will slash levies on medical devices, machinery, cosmetics, soft drinks and lamb.
India will also cut automotive tariffs to 10% under a quota from over 100% currently.
Indian employees in the UK will receive three years exemption from social security payments
India expects 99% of exports to benefit from zero duty, raising opportunities for textiles, marine products, footwear and jewellery
The Bio
Favourite holiday destination: Either Kazakhstan or Montenegro. I’ve been involved in events in both countries and they are just stunning.
Favourite book: I am a huge of Robin Cook’s medical thrillers, which I suppose is quite apt right now. My mother introduced me to them back home in New Zealand.
Favourite film or television programme: Forrest Gump is my favourite film, that’s never been up for debate. I love watching repeats of Mash as well.
Inspiration: My late father moulded me into the man I am today. I would also say disappointment and sadness are great motivators. There are times when events have brought me to my knees but it has also made me determined not to let them get the better of me.
RESULTS
5pm: Rated Conditions (PA) Dh85,000 (Turf) 1,600m
Winner: AF Mouthirah, Tadhg O’Shea (jockey), Ernst Oertel (trainer)
5.30pm: Maiden (PA) Dh80,000 (T) 1,400m
Winner: AF Alajaj, Tadhg O’Shea, Ernst Oertel
6pm: Wathba Stallions Cup Handicap (PA) Dh70,000 (T) 1,400m
Winner: Hawafez, Connor Beasley, Abubakar Daud
6.30pm: Maiden (PA) Dh80,000 (T) 2,200m
Winner: Tair, Fabrice Veron, Eric Lemartinel
7pm: Handicap (PA) Dh80,000 (T) 2,200m
Winner: Wakeel W’Rsan, Richard Mullen, Jaci Wickham
7.30pm: Handicap (PA) Dh100,000 (T) 2,400m
Winner: Son Of Normandy, Fernando Jara, Ahmad bin Harmash
Founders: Ines Mena, Claudia Ribas, Simona Agolini, Nourhan Hassan and Therese Hundt
Date started: January 2017, app launched November 2017
Based: Dubai, UAE
Sector: Private/Retail/Leisure
Number of Employees: 18 employees, including full-time and flexible workers
Funding stage and size: Seed round completed Q4 2019 - $1m raised
Funders: Oman Technology Fund, 500 Startups, Vision Ventures, Seedstars, Mindshift Capital, Delta Partners Ventures, with support from the OQAL Angel Investor Network and UAE Business Angels
COMPANY%20PROFILE
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PREMIER LEAGUE STATS
Romelu Lukaku's goalscoring statistics in the Premier League
Season/club/appearances (substitute)/goals
2011/12 Chelsea: 8(7) - 0
2012/13 West Brom (loan): 35(15) - 17
2013/14 Chelsea: 2(2) - 0
2013/14 Everton (loan): 31(2) - 15
2014/15 Everton: 36(4) - 10
2015/16 Everton: 37(1) - 18
2016/17 Everton: 37(1) - 25
