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| Format: | Artículo científico |
| Language: | en |
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Universidade Nove de Julho
2010
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| Online Access: | https://www.redalyc.org/articulo.oa?id=471747523009 |
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| _version_ | 1866812937321054208 |
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| author | Claudia Rosa Acevedo |
| author_facet | Claudia Rosa Acevedo |
| contents | 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 Administración y Contabilidad Roles Female Gender Advertising The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the question that motivated this research project was: What messages about women have been given to society through advertisement? Have these portrayals been changed during the past decades? The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2008. A probabilistic sample procedure was employed. Ninety five pieces were selected. Our results have revealed that some specific images have changed over the years, however, they continued to be stereotyped and idealized. 2010 artículo científico 2177-5184 https://www.redalyc.org/articulo.oa?id=471747523009 en http://www.redalyc.org/revista.oa?id=4717 Revista Brasileira de Marketing application/pdf Universidade Nove de Julho Revista Brasileira de Marketing (Brasil) Num.3 Vol.9 |
| format | Artículo científico |
| id | redalyc_471747523009 |
| language | en |
| publishDate | 2010 |
| publisher | Universidade Nove de Julho |
| spellingShingle | A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 -2008 Claudia Rosa Acevedo Administración y Contabilidad Roles Female Gender Advertising 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 Administración y Contabilidad Roles Female Gender Advertising The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the question that motivated this research project was: What messages about women have been given to society through advertisement? Have these portrayals been changed during the past decades? The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2008. A probabilistic sample procedure was employed. Ninety five pieces were selected. Our results have revealed that some specific images have changed over the years, however, they continued to be stereotyped and idealized. 2010 artículo científico 2177-5184 https://www.redalyc.org/articulo.oa?id=471747523009 en http://www.redalyc.org/revista.oa?id=4717 Revista Brasileira de Marketing application/pdf Universidade Nove de Julho Revista Brasileira de Marketing (Brasil) Num.3 Vol.9 |
| title | A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 -2008 |
| topic | Administración y Contabilidad Roles Female Gender Advertising |
| url | https://www.redalyc.org/articulo.oa?id=471747523009 |