What is it about?
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.
Featured Image
Photo by Ashley Piszek on Unsplash
Why is it important?
The findings reveal that some specific images have changed over the years, however, they continued to be profoundly stereotyped and idealized.
Perspectives
Future research could examine the phenomenon adopting a difference methodological approach. Moreover, the results suggest the need for more research in female content analysis. Finally, the expansion of this field of investigation would be important.
Dr Luiz Valerio P. Trindade
IPIE - International Panel on the Information Environment
Read the Original
This page is a summary of: A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008, ReMark - Revista Brasileira de Marketing, December 2010, University Nove de Julho,
DOI: 10.5585/remark.v9i3.2201.
You can read the full text:
Contributors
The following have contributed to this page
