A Content Analysis of the Roles Portrayed by Women in Commercials: 1973 - 2008
DOI:
https://doi.org/10.5585/remark.v9i3.2201Palavras-chave:
Advertising, Female, Gender, Roles.Resumo
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.v9i3.2201Downloads
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08.12.2010
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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. ReMark - Revista Brasileira De Marketing, 9(3), 170–196. https://doi.org/10.5585/remark.v9i3.2201
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