Advertising without gender stereotypes – can you do it?

Detalhes bibliográficos
Autor(a) principal: Araújo, Simone
Data de Publicação: 2014
Tipo de documento: Artigo
Idioma: por
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://doi.org/10.58050/comunicando.v3i1.171
Resumo: This article aims to discuss the continued use of gender stereotypes in television advertising. That because the male and female images have always been part of the history of advertising, however, one realizes that these are not always presented in a positive way by the consuming public, thereby causing a perpetuation of negative stereotypes in society. Therefore, the struggle for the deconstruction of stereotypes in advertising leads us to ask: Can the creative process to function without the use of stereotypes? This is what this article seeks to answer, given that, over the years, advertising has become the "fairy godmother" of reality, presenting an almost unreal world through beautiful ads that turn "in the ugly beautiful" and is constantly launching advertising messages with their models and stereotypes considered "perfect" by influencing consumers to buy products and ideas. Thus, this article shows significant examples of advertisements that seek to promote a more egalitarian society, and how some groups in society are aware of the abusive use of stereotypical advertising, for example, the Culture Jamming. Despite gender stereotypes are considered unavoidable due to its strong cultural presence and to its rebound effect, the article reflects on the possibility of replacing the elements of the positive negative content, thus promoting a more conscious advertising to consumers.
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spelling Advertising without gender stereotypes – can you do it?Publicidade sem estereótipos de gênero – dá pra fazer?Estereótipo de géneropublicidadetelevisãoStereotypical genderadvertisingtelevisionThis article aims to discuss the continued use of gender stereotypes in television advertising. That because the male and female images have always been part of the history of advertising, however, one realizes that these are not always presented in a positive way by the consuming public, thereby causing a perpetuation of negative stereotypes in society. Therefore, the struggle for the deconstruction of stereotypes in advertising leads us to ask: Can the creative process to function without the use of stereotypes? This is what this article seeks to answer, given that, over the years, advertising has become the "fairy godmother" of reality, presenting an almost unreal world through beautiful ads that turn "in the ugly beautiful" and is constantly launching advertising messages with their models and stereotypes considered "perfect" by influencing consumers to buy products and ideas. Thus, this article shows significant examples of advertisements that seek to promote a more egalitarian society, and how some groups in society are aware of the abusive use of stereotypical advertising, for example, the Culture Jamming. Despite gender stereotypes are considered unavoidable due to its strong cultural presence and to its rebound effect, the article reflects on the possibility of replacing the elements of the positive negative content, thus promoting a more conscious advertising to consumers.O presente artigo busca discutir sobre o uso contínuo de estereótipos de gênero na publicidade de televisão. Isto porque as imagens masculina e feminina sempre fizeram parte da história da publicidade, entretanto, percebe-se que estas nem sempre são apresentadas de forma positiva junto ao público consumidor, causando assim uma perpetuação de estereótipos negativos na sociedade. Diante disso, a luta pela desconstrução de estereótipos na publicidade leva-nos a perguntar: é possível o processo criativo funcionar sem o uso de estereótipos? Isto é o que este artigo busca responder, tendo em vista que, ao longo dos anos, a publicidade se tornou à “fada madrinha” da realidade, apresentando um mundo quase irreal por meio de lindos anúncios que transformam “o feio em belo”, e está o tempo todo a lançar mensagens publicitárias com seus modelos e estereótipos considerados “perfeitos”, influenciando o consumidor para a compra de produtos e ideias. Diante disso, este artigo mostra exemplos significativos de publicidades que buscam promover uma sociedade mais igualitária, além de como alguns grupos da sociedade encontram-se atentos o uso abusivo da publicidade estereotipada como, por exemplo, a Culture Jamming. Apesar dos estereótipos de género serem considerados incontornáveis devido a sua forte presença cultural e ao seu efeito ricochete, o artigo reflete sobre a possibilidade de substituição dos elementos de conteúdo negativos pelos positivos, promovendo assim uma publicidade mais consciente junto aos consumidores.Sopcom2014-12-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.58050/comunicando.v3i1.171https://doi.org/10.58050/comunicando.v3i1.171Revista Comunicando; Vol. 3 No. 1 (2014): The Challenges of Research in Communication Sciences: Debates and Future Prospects; 137 - 155Revista Comunicando; Vol. 3 Núm. 1 (2014): Los Retos de la Investigación en Ciencias de la Comunicación: Debates y Perspectivas de Futuro; 137 - 155Revista Comunicando; Vol. 3 N.º 1 (2014): Os Desafios da Investigação em Ciências da Comunicação: Debates e Perspetivas de Futuro; 137 - 1552182-4037reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/171https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/171/109Araújo, Simoneinfo:eu-repo/semantics/openAccess2024-03-16T08:29:02Zoai:revistacomunicando.sopcom.pt:article/171Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:01:32.448531Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Advertising without gender stereotypes – can you do it?
Publicidade sem estereótipos de gênero – dá pra fazer?
title Advertising without gender stereotypes – can you do it?
spellingShingle Advertising without gender stereotypes – can you do it?
Araújo, Simone
Estereótipo de género
publicidade
televisão
Stereotypical gender
advertising
television
title_short Advertising without gender stereotypes – can you do it?
title_full Advertising without gender stereotypes – can you do it?
title_fullStr Advertising without gender stereotypes – can you do it?
title_full_unstemmed Advertising without gender stereotypes – can you do it?
title_sort Advertising without gender stereotypes – can you do it?
author Araújo, Simone
author_facet Araújo, Simone
author_role author
dc.contributor.author.fl_str_mv Araújo, Simone
dc.subject.por.fl_str_mv Estereótipo de género
publicidade
televisão
Stereotypical gender
advertising
television
topic Estereótipo de género
publicidade
televisão
Stereotypical gender
advertising
television
description This article aims to discuss the continued use of gender stereotypes in television advertising. That because the male and female images have always been part of the history of advertising, however, one realizes that these are not always presented in a positive way by the consuming public, thereby causing a perpetuation of negative stereotypes in society. Therefore, the struggle for the deconstruction of stereotypes in advertising leads us to ask: Can the creative process to function without the use of stereotypes? This is what this article seeks to answer, given that, over the years, advertising has become the "fairy godmother" of reality, presenting an almost unreal world through beautiful ads that turn "in the ugly beautiful" and is constantly launching advertising messages with their models and stereotypes considered "perfect" by influencing consumers to buy products and ideas. Thus, this article shows significant examples of advertisements that seek to promote a more egalitarian society, and how some groups in society are aware of the abusive use of stereotypical advertising, for example, the Culture Jamming. Despite gender stereotypes are considered unavoidable due to its strong cultural presence and to its rebound effect, the article reflects on the possibility of replacing the elements of the positive negative content, thus promoting a more conscious advertising to consumers.
publishDate 2014
dc.date.none.fl_str_mv 2014-12-31
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.uri.fl_str_mv https://doi.org/10.58050/comunicando.v3i1.171
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dc.relation.none.fl_str_mv https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/171
https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/171/109
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publisher.none.fl_str_mv Sopcom
dc.source.none.fl_str_mv Revista Comunicando; Vol. 3 No. 1 (2014): The Challenges of Research in Communication Sciences: Debates and Future Prospects; 137 - 155
Revista Comunicando; Vol. 3 Núm. 1 (2014): Los Retos de la Investigación en Ciencias de la Comunicación: Debates y Perspectivas de Futuro; 137 - 155
Revista Comunicando; Vol. 3 N.º 1 (2014): Os Desafios da Investigação em Ciências da Comunicação: Debates e Perspetivas de Futuro; 137 - 155
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