Browsing by Issue Date, starting with "2008-06-27"
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- Product placement within national soap operasPublication . Pereira, Francisco José Costa; Verissimo, JorgeThe aim of this study is to evaluate the current status of product placement within fictional programs in Portugal, especially in soap operas, and to fully understand the commercial and social scope of this phenomenon. In order to carry out this study we selected the soap operas with largest audiences of the private TV channels operating in Portugal, comparing soap operas for an adult audience with those for a young audience. In all the soap operas we found diverse categories for adult and young audiences. Although with some differences, the category of products “clothing” is the main one for both audiences, and in our opinion this is due to its importance for the self image of each of these groups.
- Women in portuguese advertisements and gender stereotypingPublication . Pereira, Francisco José Costa; Verissimo, JorgeThe aim of this study is to identify gender stereotyping in Portuguese advertisement, thus verifying if these stereotypes are conveyed to receivers, especially young people. We set out to identify which factors lead to the discrimination of women in advertisement, which roles each character take on and what type of instrumental and terminal values are conveyed in Rokeach’s perspective (1968, 1973). We set out to perceive if the person’s attitude towards advertisement had influence on his/her analysis. We wanted to know if the person’s attitude towards advertisement, especially negative attitudes due to scepticism, influenced or not their perception of discrimination against women in advertisement in comparison to men.