SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES

Detalhes bibliográficos
Autor(a) principal: Acevedo, Claudia Rosa
Data de Publicação: 2013
Outros Autores: R. da Silva Tamashiro, Helenita, Garcia Hermosilla, José Luis, Jordan Nohara, Jouliana, Arruda, Ana Laura
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/40631
Resumo: The main objective of this investigation is to understand social representations of women in advertising through female narratives. The data was gathered using in depth interviews. The narratives of seventy five women were analyzed based on the method of speech analysis. Results revealed three different perceptions about female portrayals in advertising: depreciated, idealizes and plural portrayals. In addition, results revealed that the informants compare themselves with advertising endorsers and believe that advertising imagery affect them in a negative way.
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spelling SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVESREPRESENTAÇÃO SOCIAL DAS MULHERES NA PROPAGANDA: OUVINDO NARRATIVAS FEMININASpropagandaimagens femininascomportamento do consumidorpercepções do consumidoradvertisingfemale imagesconsumer behaviorconsumer perceptionsThe main objective of this investigation is to understand social representations of women in advertising through female narratives. The data was gathered using in depth interviews. The narratives of seventy five women were analyzed based on the method of speech analysis. Results revealed three different perceptions about female portrayals in advertising: depreciated, idealizes and plural portrayals. In addition, results revealed that the informants compare themselves with advertising endorsers and believe that advertising imagery affect them in a negative way.O principal objetivo desta investigação é compreender as representações de mulheres na propaganda através de narrativas sociais femininas. Os dados foram coletados por meio de entrevistas detalhadas. Analisaram-se as narrativas de setenta e cinco mulheres, com base no método de análise do discurso. Os resultados revelaram três diferentes percepções sobre representações femininas na propaganda: representações depreciativas, idealizadas e múltiplas. Adicionalmente, os resultados demonstraram que as informantes comparam-se a si próprias com garotas-propaganda e acreditam que são negativamente afetadas pelas imagens de propaganda.Universidade Federal do Rio Grande do Sul2013-06-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articleAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/40631Electronic Review of Administration; Vol. 11 No. 5 (2005): Edição 47 - set/out 2005Revista Electrónica de Administración; Vol. 11 Núm. 5 (2005): Edição 47 - set/out 2005Revista Eletrônica de Administração; v. 11 n. 5 (2005): Edição 47 - set/out 20051413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/40631/25843Acevedo, Claudia RosaR. da Silva Tamashiro, HelenitaGarcia Hermosilla, José LuisJordan Nohara, JoulianaArruda, Ana Laurainfo:eu-repo/semantics/openAccess2013-06-21T18:01:27Zoai:seer.ufrgs.br:article/40631Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-06-21T18:01:27REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES
REPRESENTAÇÃO SOCIAL DAS MULHERES NA PROPAGANDA: OUVINDO NARRATIVAS FEMININAS
title SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES
spellingShingle SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES
Acevedo, Claudia Rosa
propaganda
imagens femininas
comportamento do consumidor
percepções do consumidor
advertising
female images
consumer behavior
consumer perceptions
title_short SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES
title_full SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES
title_fullStr SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES
title_full_unstemmed SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES
title_sort SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES
author Acevedo, Claudia Rosa
author_facet Acevedo, Claudia Rosa
R. da Silva Tamashiro, Helenita
Garcia Hermosilla, José Luis
Jordan Nohara, Jouliana
Arruda, Ana Laura
author_role author
author2 R. da Silva Tamashiro, Helenita
Garcia Hermosilla, José Luis
Jordan Nohara, Jouliana
Arruda, Ana Laura
author2_role author
author
author
author
dc.contributor.author.fl_str_mv Acevedo, Claudia Rosa
R. da Silva Tamashiro, Helenita
Garcia Hermosilla, José Luis
Jordan Nohara, Jouliana
Arruda, Ana Laura
dc.subject.por.fl_str_mv propaganda
imagens femininas
comportamento do consumidor
percepções do consumidor
advertising
female images
consumer behavior
consumer perceptions
topic propaganda
imagens femininas
comportamento do consumidor
percepções do consumidor
advertising
female images
consumer behavior
consumer perceptions
description The main objective of this investigation is to understand social representations of women in advertising through female narratives. The data was gathered using in depth interviews. The narratives of seventy five women were analyzed based on the method of speech analysis. Results revealed three different perceptions about female portrayals in advertising: depreciated, idealizes and plural portrayals. In addition, results revealed that the informants compare themselves with advertising endorsers and believe that advertising imagery affect them in a negative way.
publishDate 2013
dc.date.none.fl_str_mv 2013-06-21
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
scientific article
Avaliado pelos pares
artigo científico
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/40631
url https://seer.ufrgs.br/index.php/read/article/view/40631
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/40631/25843
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 11 No. 5 (2005): Edição 47 - set/out 2005
Revista Electrónica de Administración; Vol. 11 Núm. 5 (2005): Edição 47 - set/out 2005
Revista Eletrônica de Administração; v. 11 n. 5 (2005): Edição 47 - set/out 2005
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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