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

Autores

  • 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

Palavras-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.v9i3.2201

Biografia do Autor

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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Publicado

08.12.2010

Como Citar

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