Open AccessPríncipe ou Sapo? Os estereótipos masculinos em spots brasileiros e portugueses
Author(s) -
Simone Silvestre Santos Freitas
Publication year - 2012
Publication title -
comunicação e sociedade
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.145
H-Index - 2
eISSN - 2183-3575
pISSN - 1645-2089
DOI - 10.17231/comsoc.21(2012).703
Subject(s) - ideal (ethics) , portuguese , advertising , prime time , subject (documents) , political science , computer science , business , law , library science , philosophy , linguistics
Inspired by Queiroz (2007), Garboggini (2005) and Dantas (1997), this article compares the use of male stereotypes in Brazilian and Portuguese television advertising. For a long time, the dominant and conqueror man was used as an ideal standard for advertising, but in recent decades this has been changing: the search for eternal youth and a greater presence in parental care, associated with women, is now part of the male ideal in ads. Using as a model the study of Fonseca (2005), through content analysis methodology, this study was conducted with recordings of television spots during prime time (08 to 11:0 pm), on the TV channel audience leader during the month that corresponds to the Day of the parents in each country. The data analyzed are a part of the author's PhD thesis on the subject of stereotypes in advertising.