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Music and Media in the Arab World$
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Michael Frishkopf

Print publication date: 2010

Print ISBN-13: 9789774162930

Published to Cairo Scholarship Online: September 2011

DOI: 10.5743/cairo/9789774162930.001.0001

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Images of Women in Advertisements and Video Clips: A Case Study of Sherif Sabri

Images of Women in Advertisements and Video Clips: A Case Study of Sherif Sabri

(p.255) 12 Images of Women in Advertisements and Video Clips: A Case Study of Sherif Sabri
Music and Media in the Arab World

Michael Frishkopf

American University in Cairo Press

Sherif Sabri is an Egyptian director of commercial advertisements. His advertising career began in the late 1980s at Tarek Nour's advertising agency, Americana. Later, he left for England, where he had the opportunity to develop his techniques working with smaller agencies and returned to Egypt in the mid-1990s with a new vision. Sabri's return to Egypt coincided with the disintegration of the Egyptian advertising market and this was also the period when services and commodities were strongly connected to the global market, such as communication services. In this period, Sabri thought that the female body became unabashedly and frankly, the ideal marketable product, so he took advantage of the situation and started making various video clips portraying the half-naked female body.

Keywords:   Sherif Sabri, advertising, video clips, female body, communication services, Egypt

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