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In our modern times, one of the most influential and omnipresent tools used in mass media is advertisements: particularly television advertisements. Advertisements have pervaded every home, urban and rural, as an integral part of a powerful visual culture that is shaping today’s concepts and modes of representation. This is why their impact and the ways in which they represent cultural phenomena are not to be overlooked. Before the exciting action movie, within the breaks of an interesting talk show or until the vegetables simmer in the chicken broth on a catchy cooking channel, advertisements do not shy away from boldly and continuously popping up. In his article, “What is Visual Culture?” Nicholas Mirzoeff asserts that the reason why visual culture has made a huge impact is that, “the human experience is now more visual and visualized more than ever before” (4). As a result, “people in industrial and post-industrial societies live in visual cultures to the extent that seems to divide the present from the past” (4). Advertisements are the messengers of such a sweeping visual culture. This paper aims at culturally analyzing some advertisements shown on Egyptian television channels in order to shed light on the image of the woman represented in them. The advertisements chosen particularly center on the woman as a potential bride, housewife and a mother. Under the three roles, her image is positively stereotyped; or in other words is presented as a visual cultural marker for the standard social image of the bride, housewife and mother. The essentialized image of the woman paves the way to a myth that is created and propagated by means of mass media to serve the whole bigger ideological frame of the mainstream or “malestream” society (West 94). The myth rooted within the social mosaic perpetuates the fact that the woman’s body and mental faculties are belittled and come down to her function as an efficient housewife or a perfect mother. This paper attempts to show that through the analysis of a selected number of advertisements. Before starting the analysis, it is noteworthy to shed light on the meaning of representation and the channel by which this representation takes place, namely,

Mad Women Who Run in the House: The Malestream Politics of Representation