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

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ID: 109925
2010
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Abstract
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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acevedo2010aremark Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Acevedo, Claudia Rosa;Ramuski, Carmen Lidia;Nohara, Jouliana Jordan;Trindade, Luiz Valério de Paula;
Journal remark: revista brasileira de marketing
Year 2010
DOI
DOI not found
URL
http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2201
Keywords
social sciences architecture sociology (general) aesthetics of cities. city planning and beautifying communication. mass media marketing. distribution of products advertising

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