A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201

Detalhes bibliográficos
Autor(a) principal: Acevedo, Claudia Rosa
Data de Publicação: 2010
Outros Autores: Ramuski, Carmen Lidia, Nohara, Jouliana Jordan, Trindade, Luiz Valério de Paula
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12622
Resumo: 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.
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spelling A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201A Content Analysis of the Roles Portrayed by Women in Commercials: 1973 - 2008Advertising; Female; Gender; Advertising; Roles.Advertising; Female; Gender; Advertising; Roles.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.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.v9i3.2201Universidade Nove de Julho - Uninove2010-12-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1262210.5585/remark.v9i3.2201ReMark - Revista Brasileira de Marketing; v. 9, n. 3 (2010): setembro - dezembro; 170-1962177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12622/6170Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessAcevedo, Claudia RosaRamuski, Carmen LidiaNohara, Jouliana JordanTrindade, Luiz Valério de Paula2019-06-21T14:41:02Zoai:https://periodicos.uninove.br:article/12622Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:41:02REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201
A Content Analysis of the Roles Portrayed by Women in Commercials: 1973 - 2008
title A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201
spellingShingle A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201
Acevedo, Claudia Rosa
Advertising; Female; Gender; Advertising; Roles.
Advertising; Female; Gender; Advertising; Roles.
title_short A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201
title_full A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201
title_fullStr A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201
title_full_unstemmed A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201
title_sort A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201
author Acevedo, Claudia Rosa
author_facet Acevedo, Claudia Rosa
Ramuski, Carmen Lidia
Nohara, Jouliana Jordan
Trindade, Luiz Valério de Paula
author_role author
author2 Ramuski, Carmen Lidia
Nohara, Jouliana Jordan
Trindade, Luiz Valério de Paula
author2_role author
author
author
dc.contributor.author.fl_str_mv Acevedo, Claudia Rosa
Ramuski, Carmen Lidia
Nohara, Jouliana Jordan
Trindade, Luiz Valério de Paula
dc.subject.por.fl_str_mv Advertising; Female; Gender; Advertising; Roles.
Advertising; Female; Gender; Advertising; Roles.
topic Advertising; Female; Gender; Advertising; Roles.
Advertising; Female; Gender; Advertising; Roles.
description 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.
publishDate 2010
dc.date.none.fl_str_mv 2010-12-08
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12622
10.5585/remark.v9i3.2201
url https://periodicos.uninove.br/remark/article/view/12622
identifier_str_mv 10.5585/remark.v9i3.2201
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12622/6170
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 9, n. 3 (2010): setembro - dezembro; 170-196
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1799138639814328320

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