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


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


Advertising; Female; Gender; Advertising; Roles.

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


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Direitos autorais 2019 Revista Brasileira de Marketing – Remark

Revista Brasileira de Marketing – ReMark

Brazilian Journal of Marketing - BJM

e-ISSN: 2177-5184

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