TAA' Al TAA'NEETH

The Gender of Words in the Arabic Persuasive Message

Part of Dubai Design Week 2020, this copywriting campaign highlights a current practice widely accepted and spread in Arabia in general: the use of gender biased words in the Arabic persuasive message.

 

Words from over 300 promotional messages used over the year 2020 were represented in this campaign; With specific categories, namely, house chores, parenting, beauty and skincare, the gender seems to be automatically feminine. Meanwhile, in other categories, such as banking, insurance, real estate, automotive, the gender switches to masculine and females are excluded. 

 

The campaign also comprised networking and mentorship activities for SHESAYS.DUBAI members.