Nothing new under the sun? A comparison of images of women in Israeli advertisements in 1979 and 1994

The changing role of women in society hascreated a challenging task for advertisers — howto portray women in advertisements. The subject of thisarticle is a comparison of two studies undertaken in1979 and 1994 of the portrayal of women and men inprinted Israeli advertisements. These studies respond,in part, to the need articulated by Durkin (1985) forthe analysis of advertisements from countries other than the United States. While Durkin focused ontelevision, however, this study concentrates onadvertisements in the print media because Israelicommercial television is very young, having made itsdebut only at the beginning of the 1990s. The purposeof this paper is essentially twofold: first, to provideevidence about gender display in advertising in Israel— a non-English speaking, capitalist, Western democracy that nevertheless possesses strongtraditional normsand second, to provide a comprehensivepicture of Israel's advertising print output byanalyzing various daily newspapers andmagazines.