A Content Analysis of the Roles Portrayed by Women in Commercials: 1973 - 2008

Claudia Rosa Acevedo; Carmen Lidia Ramuski; Jouliana Jordan Nohara; Luiz Valério de Paula Trindade

doi:10.5585/remark.v9i3.2201

A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 <BR> DOI: 10.5585/remark.v9i3.2201

Authors

Claudia Rosa Acevedo UNINOVE, São Paulo
Carmen Lidia Ramuski PUC, São Paulo
Jouliana Jordan Nohara UNINOVE, São Paulo
Luiz Valério de Paula Trindade UNINOVE, São Paulo

DOI:

https://doi.org/10.5585/remark.v9i3.2201

Keywords:

Advertising, Female, Gender, Roles.

Abstract

The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the question that motivated this research project was: What messages about women have been given to society through advertisement? Have these portrayals been changed during the past decades? The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2008. A probabilistic sample procedure was employed. Ninety five pieces were selected. Our results have revealed that some specific images have changed over the years, however, they continued to be stereotyped and idealized.

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Author Biography

Claudia Rosa Acevedo, UNINOVE, São Paulo

Doutor em Administração pela Universidade de São Paulo, USP; Mestre em Administração de Empresas pela Escola de Administração de Empresas de S.Paulo, EAESP-FGV; Professor do Programa de Pós-Graduação em Administração da UNINOVE.

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Published

2010-12-08

How to Cite

Acevedo, C. R., Ramuski, C. L., Nohara, J. J., & Trindade, L. V. de P. (2010). A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 <BR> DOI: 10.5585/remark.v9i3.2201. ReMark - Revista Brasileira De Marketing, 9(3), 170–196. https://doi.org/10.5585/remark.v9i3.2201