Portuguese consumers' perception of gender stereotypes in verbal and non-verbal advertising arguments
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista da ABRALIN (Online) |
Texto Completo: | https://revista.abralin.org/index.php/abralin/article/view/1997 |
Resumo: | Stereotypes, with their heuristic characteristic, have been widely used in advertising over the decades. However, this form of fast reasoning becomes easily fallacious as it makes use of generalizations, often implicit, and current internalizations of the cultural context in which messages are inserted, leading consumers to certain conclusions, which are not always supported by evidence. Among the most used stereotypes by advertisers are gender stereotypes. And, despite recent studies showing a decrease in their presence in brand messages, this reduction is not significant. Furthermore, when dealt with, this theme is more commonly explored from the point of view of content analysis, thus leaving a gap regarding the reception that consumers make of these stereotypes, both internationally and in the Portuguese context. This study aims to begin to reduce this gap, through a pilot study that measured how residents in Portugal assess the degree of gender stereotyping in verbal and non-verbal arguments of fictitious advertisements, raising evidence of which element, the verbal text or the image, has a more important role in this evaluation. This was done through two questionnaires, one with the degrees of gender stereotypes varying in the verbal text and the other in the image. As a result, we were able to raise evidence that the verbal text seems to make the presence of gender stereotypes clearer for respondents who, in turn, found it easier to recognize stereotypies linked to occupational status |
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Portuguese consumers' perception of gender stereotypes in verbal and non-verbal advertising argumentsPercepção dos consumidores portugueses sobre estereótipos de gênero nos argumentos publicitários verbais e não verbaisPublicidadeEstereótipos de gêneroRecepçãoEstudo pilotoPortugalAdvertisingGender stereotypesReceptionPilot studyPortugalStereotypes, with their heuristic characteristic, have been widely used in advertising over the decades. However, this form of fast reasoning becomes easily fallacious as it makes use of generalizations, often implicit, and current internalizations of the cultural context in which messages are inserted, leading consumers to certain conclusions, which are not always supported by evidence. Among the most used stereotypes by advertisers are gender stereotypes. And, despite recent studies showing a decrease in their presence in brand messages, this reduction is not significant. Furthermore, when dealt with, this theme is more commonly explored from the point of view of content analysis, thus leaving a gap regarding the reception that consumers make of these stereotypes, both internationally and in the Portuguese context. This study aims to begin to reduce this gap, through a pilot study that measured how residents in Portugal assess the degree of gender stereotyping in verbal and non-verbal arguments of fictitious advertisements, raising evidence of which element, the verbal text or the image, has a more important role in this evaluation. This was done through two questionnaires, one with the degrees of gender stereotypes varying in the verbal text and the other in the image. As a result, we were able to raise evidence that the verbal text seems to make the presence of gender stereotypes clearer for respondents who, in turn, found it easier to recognize stereotypies linked to occupational statusOs estereótipos, com sua característica heurística, têm sido amplamente utilizados na publicidade ao longo das décadas. Porém, essa forma de fast reasoning torna-se facilmente falaciosa na medida em que faz uso de generalizações, muitas vezes implícitas, e de internalizações vigentes no contexto cultural no qual as mensagens estão inseridas, levando os consumidores a certas conclusões, nem sempre fundamentadas. Dentre os estereótipos mais utilizados pelos anunciantes estão os estereótipos de gênero. E, apesar de estudos recentes evidenciarem uma diminuição da sua presença nas mensagens das marcas, essa redução não é significativa. Além disso, quando tratado, este tema é mais comumente explorado do ponto de vista da análise de conteúdos, deixando assim uma lacuna no que diz respeito à recepção que os consumidores fazem destes estereótipos, tanto em um âmbito internacional, quanto no contexto português. Este estudo tem como objetivo começar a diminuir essa lacuna, através de um estudo piloto que mensurou como os consumidores residentes em Portugal avaliam o grau de estereotipia de gênero nos argumentos verbais e não verbais de anúncios fictícios, levantando evidências de qual elemento, o texto verbal ou a imagem, tem um papel mais preponderante nessa avaliação. Isso foi feito através de dois questionários, um com graus de estereótipos de gênero variando no texto verbal e o outro na imagem. Como resultado, pudemos levantar evidências de que o texto verbal parece deixar a presença de estereótipos de gênero mais clara para os respondentes que, por sua vez, tiveram mais facilidade em reconhecer estereotipias ligadas ao status ocupacionalAssociação Brasileira de Linguística2021-12-07info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionDossiês Temáticos 2021Textoinfo:eu-repo/semantics/otherapplication/pdfhttps://revista.abralin.org/index.php/abralin/article/view/199710.25189/rabralin.v20i3.1997Revista da ABRALIN; V. 20, N. 3 (2021); 834-857Revista da ABRALIN; V. 20, N. 3 (2021); 834-8570102-715810.25189/rabralin.v20i3reponame:Revista da ABRALIN (Online)instname:Universidade Federal do Paraná (UFPR)instacron:UFPRporhttps://revista.abralin.org/index.php/abralin/article/view/1997/2521Copyright (c) 2021 Melissa Pioinfo:eu-repo/semantics/openAccessPio, Melissa2021-12-07T19:48:39Zoai:ojs.revista.ojs.abralin.org:article/1997Revistahttps://revista.abralin.org/index.php/abralinPUBhttps://revista.abralin.org/index.php/abralin/oairkofreitag@uol.com.br || ra@abralin.org2178-76031678-1805opendoar:2021-12-07T19:48:39Revista da ABRALIN (Online) - Universidade Federal do Paraná (UFPR)false |
dc.title.none.fl_str_mv |
Portuguese consumers' perception of gender stereotypes in verbal and non-verbal advertising arguments Percepção dos consumidores portugueses sobre estereótipos de gênero nos argumentos publicitários verbais e não verbais |
title |
Portuguese consumers' perception of gender stereotypes in verbal and non-verbal advertising arguments |
spellingShingle |
Portuguese consumers' perception of gender stereotypes in verbal and non-verbal advertising arguments Pio, Melissa Publicidade Estereótipos de gênero Recepção Estudo piloto Portugal Advertising Gender stereotypes Reception Pilot study Portugal |
title_short |
Portuguese consumers' perception of gender stereotypes in verbal and non-verbal advertising arguments |
title_full |
Portuguese consumers' perception of gender stereotypes in verbal and non-verbal advertising arguments |
title_fullStr |
Portuguese consumers' perception of gender stereotypes in verbal and non-verbal advertising arguments |
title_full_unstemmed |
Portuguese consumers' perception of gender stereotypes in verbal and non-verbal advertising arguments |
title_sort |
Portuguese consumers' perception of gender stereotypes in verbal and non-verbal advertising arguments |
author |
Pio, Melissa |
author_facet |
Pio, Melissa |
author_role |
author |
dc.contributor.author.fl_str_mv |
Pio, Melissa |
dc.subject.por.fl_str_mv |
Publicidade Estereótipos de gênero Recepção Estudo piloto Portugal Advertising Gender stereotypes Reception Pilot study Portugal |
topic |
Publicidade Estereótipos de gênero Recepção Estudo piloto Portugal Advertising Gender stereotypes Reception Pilot study Portugal |
description |
Stereotypes, with their heuristic characteristic, have been widely used in advertising over the decades. However, this form of fast reasoning becomes easily fallacious as it makes use of generalizations, often implicit, and current internalizations of the cultural context in which messages are inserted, leading consumers to certain conclusions, which are not always supported by evidence. Among the most used stereotypes by advertisers are gender stereotypes. And, despite recent studies showing a decrease in their presence in brand messages, this reduction is not significant. Furthermore, when dealt with, this theme is more commonly explored from the point of view of content analysis, thus leaving a gap regarding the reception that consumers make of these stereotypes, both internationally and in the Portuguese context. This study aims to begin to reduce this gap, through a pilot study that measured how residents in Portugal assess the degree of gender stereotyping in verbal and non-verbal arguments of fictitious advertisements, raising evidence of which element, the verbal text or the image, has a more important role in this evaluation. This was done through two questionnaires, one with the degrees of gender stereotypes varying in the verbal text and the other in the image. As a result, we were able to raise evidence that the verbal text seems to make the presence of gender stereotypes clearer for respondents who, in turn, found it easier to recognize stereotypies linked to occupational status |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-07 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Dossiês Temáticos 2021 Texto info:eu-repo/semantics/other |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revista.abralin.org/index.php/abralin/article/view/1997 10.25189/rabralin.v20i3.1997 |
url |
https://revista.abralin.org/index.php/abralin/article/view/1997 |
identifier_str_mv |
10.25189/rabralin.v20i3.1997 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revista.abralin.org/index.php/abralin/article/view/1997/2521 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Melissa Pio info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Melissa Pio |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Associação Brasileira de Linguística |
publisher.none.fl_str_mv |
Associação Brasileira de Linguística |
dc.source.none.fl_str_mv |
Revista da ABRALIN; V. 20, N. 3 (2021); 834-857 Revista da ABRALIN; V. 20, N. 3 (2021); 834-857 0102-7158 10.25189/rabralin.v20i3 reponame:Revista da ABRALIN (Online) instname:Universidade Federal do Paraná (UFPR) instacron:UFPR |
instname_str |
Universidade Federal do Paraná (UFPR) |
instacron_str |
UFPR |
institution |
UFPR |
reponame_str |
Revista da ABRALIN (Online) |
collection |
Revista da ABRALIN (Online) |
repository.name.fl_str_mv |
Revista da ABRALIN (Online) - Universidade Federal do Paraná (UFPR) |
repository.mail.fl_str_mv |
rkofreitag@uol.com.br || ra@abralin.org |
_version_ |
1798329772001984512 |