Aims of the Dissertations The steady economic growth and increasing political stability in the Middle East has set it up as a market targeted by many of the top global brands aspiring to have a portion of the business. As a result of this increased focus, there have been activities and developments to open up opportunities for businesses. These activities have centered on marketing, development, and distribution of new products. Marketing forms an essential part of all business ventures. The success of any business is dependent on its marketing strategies. The past decade has seen businesses in Saudi Arabia invest heavily in marketing to attract potential buyers to consume their products. As competition for market share intensifies, many companies have opted to take their marketing strategies a notch higher by using models, actors, and celebrities to promote their products. However, the effectiveness of using women in advertisements is yet to be established considering the high levels of male chauvinism in Saudi Arabia. This report aims to establish if the use of women in an advertisement is effective in influencing chauvinist males in Saudi Arabia to buy products and the extent of this effectiveness (Al-Olayan & Karande 2000). To arrive at its findings, the report will employ the use of both primary and secondary research strategies. A critical review of literature on the subject will be carried out to establish research gaps and to develop strong and credible background information on the subject. The literature review will encompass concluded research work on the influence of women on men in Saudi Arabia, the extent to which women are used in advertisements, and consumer perceptions. Information for literature review will be gathered from credible journals, books, websites, databases, newspapers, and magazines. These will act as the background for revealing the gaps for focusing on the study’s objectives. Multiple data collection methods will be employed, as they have been proven to be effective. As such, questionnaires, interviews, and focus groups will be used to collect data for analysis and evaluation. The results shall be processed through the use of one way analysis of variance to realize the attitudes and perceptions regarding the use of women in advertising in Saudi Arabia. Further analysis involving the relationships between the different variables shall be done through correlation and regression measures. Methodology Theatrical Back Ground Advertising is one of the most widely relied upon forms of sales promotion. Advertisements may serve to draw attention to a new product, encourage the use of older ones, and get entrance and acceptance to new market or niche markets. In this competition to gain attention and draw consumers to the advertised item, the advertisers are desperately competing to produce the best adverts so as to draw the attention of the unsuspecting consumers (Erdem 1998). The key ingredient to successful advertising is being able to communicate the value of the product or service so that it elicits the desire for the advertised commodity and assure the consumer that the product has the capacity to respond to that very need. The second ingredient is that advertisement must achieve the