الفهرس 
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Abstract
This thesis propounds a panoramic contrastive triangular analysis of
women’s representation in TV commercials from 2011 to 2016. The
thesis investigates the impact of the linguistic and paralinguistic content
on women’s glocal status. The data encompasses 24 Egyptian Arabic
commercials and 18 miscellaneous English ones (mostly American and
British) aired on TV and uploaded on YouTube. The content is
investigated from four angles: Halliday’s Systemic Functional Grammar
(SFG), Kress and van Leeuwen’s multimodality model, Danesi’s
elements of media narratives, and Beauvoir’s concepts of immanence and
transcendence. The Egyptian TV commercials offer a standardised
representation of women as dependent, weak, passive, immature,
impulsive, self-centred, aggressive, to name only a few, as opposed to
men – despite a slight tendency to be aggressive, selfish, and
inconsiderate in reaction to women’s actions and behaviour –. In contrast,
the majority of the English commercials show women as independent,
strong, mature, wise, confident, to mention but a few, that are equivalent
to men’s – with a few exceptions of flirtatious males and females –.
While the Arabic commercials focus on presenting a sarcastic humorous
content that highlights the dichotomy between womanhood and manhood,
WOMEN’S REPRESENTATION IN TV COMMERCIALS iv the English commercials reinforce gender equality and boost women’s
spirits to fight persecution.
Keywords: Multimodality, Multimodal Discourse Analysis,
Systemic Functional Grammar, linguistic and paralinguistic features,
moving images, TV commercials, hyperreality, immanence,
transcendence, gender, narrativity, mediated meaning.