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

Autores/as

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

Palabras clave:

Advertising, Female, Gender, Roles.

Resumen

The principal objective of this paper was to examine female roles portrayed in advertising. More specifically, the question that stimulated this research project was: What message has been signaled to society through advertisements about women? Have these portrayals altered throughout the past decades? The study consisted of a systematic content analysis of Brazilian commercials between 1973 and 2008. A probabilistic sample procedure was adopted. 95 pieces of material were selected. Our results have revealed that certain specific images have changed over the years; however, they continue to be stereotyped and idealized. DOI: 10.5585/remark.v9i3.2201

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Biografía del autor/a

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.