Open AccessA Content Analysis of the Roles Portrayed by Women in Commercials: 1973 - 2008
Author(s) -
Cláudia Rosa Acevedo,
Carmen Lídia Ramuski,
Jouliana Jordan Nohara,
Luiz Valério de Paula Trindade
Publication year - 2010
Publication title -
remark - revista brasileira de marketing
Language(s) - English
Resource type - Journals
ISSN - 2177-5184
DOI - 10.5585/remark.v9i3.2201
Subject(s) - content analysis , sample (material) , content (measure theory) , advertising , principal (computer security) , psychology , statistical analysis , sociology , social science , computer science , mathematics , statistics , business , mathematical analysis , chemistry , chromatography , operating system
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.v9i3.2201
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