Loading...
4 results
Search Results
Now showing 1 - 4 of 4
- New ways of online communication strategiesPublication . Pereira, Francisco José Costa; Verissimo, Jorge; Correia, Maria do RosárioThe present study had as main purpose to identify the different typologies of Marketing and Communication strategies over the Internet and to research how digital forms of “standard” Advertising (as Banners and Buttons), Advergames and Streaming Advertising are directed to Portuguese children. We ran 124 websites 87 of which were marked as having more hits by Marktest‟ Ranking Netscope in January 2009 and the other 37 are of food products. All websites were accessed and recorded between January and June 2009. The analysis was made by two highly skilled in qualitative analysis independent analysts.
- Gender stereotyping, sex and violence in Portuguese and Spanish advertisementPublication . Pereira, Francisco José Costa; Verissimo, Jorge; Castillo Diaz, Ana; Correia, Maria do RosárioThis study analyses the gender stereotypes, sex and violence in advertisements in all me dia except radio, from Portugal and Spain. We have conducted this study after ascertaining that gender stereotypes, as well as sexual and violent scenes, are embedded in advertisement as a formula to increase the possibility of remembering them. This advertisement analysis explores gender stereotyping, sex and violence, both for the Portuguese and Spanish advertisement mar ket. We used a sample of 245 messages from Portuguese and Spanish advertising and a specific grid for this analysis from. We used all media, except radio, between July and November of 2008. The messages were selected from the following categories of products: foods and non-alcohol ic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female. The messages were selected from the following cat egories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a crite rion of the characters. All messages must have at least one character, male or female. The results in Portugal and Spain about gender stereotypes are in line with previous advertising studies from different countries across the years, showing that it prevails despite the change in women´s role in the world. However, there were practically no situations of discrimination of women or placing them in subordinate roles to men. The results also show us that sex and violence are in a lower level in the advertising of Portugal and Spain. advertising messages from (all) media – Televi sion 83 – Press – 149 – Outdoor 9 – Internet 4. The TV ads were found from 200 hours watched in prime time, (between July and November of 2008 in all broadcast in open signal in Portugal, and Spain, the press ads were found from 300 titles consulted, between July and November of 2008, 22 mensal review, 5 weekly review like, and diary and weekly press, the Internet ads were found from 90 visits to the sites with more visits in Portugal and Spain, between July 2008 and November 2008. Finally the messages from Outdoor came from 50 visits to locations where they were placed between July 2008 and November 2008 in Lisbon and Badajoz.
- Os estereótipos de género na publicidade em PortugalPublication . Pereira, Francisco José Costa; Verissimo, Jorge; Correia, Maria do RosárioOs estereótipos de género estão fortemente incutidos na actual na sociedade, sendo claramente assumidos no consumo e em especial na publicidade, como reprodutores das realidades sociais e das ideologias, (Gofman, 1979). Na publicidade, em geral, a mulher é retratada como estando mais interessada do que o homem com a aparência e sendo mais nova do que ele (Ford et al. 1998) e a tendencia é mostrar os homens a praticarem desporto e em ambientes profissionais, dando ênfase à liberdade e aventura (Slater et al., 1996).O principal objectivo deste estudo foi o de identificar e analisar a presença de estereótipos de género na publicidade emitida em Portugal e que posição homens e mulheres ocupavam relativamente um ao outro, bem como se algum deles era descriminado. Com base num corpus de análise constituído por 409 anúncios recolhidos nos meios Televisão, Imprensa e Publicidade Exterior, observou-se que os estereótipos de género se revelam na publicidade analisada. O homem emerge em contextos sociais, desporto, automóveis e associado a status e prestígio, enquanto a mulher emerge em contextos privados, em casa e na família, associada a produtos de beleza, dietética e estética e a discursos de fantasia e excentricidade.
- Gender stereotyping, sex and violence in portuguese and spanish advertisementPublication . Pereira, Francisco José Costa; Verissimo, Jorge; Castillo Diaz, Ana; Correia, Maria do RosárioThe aim of this study is to demonstrate how gender stereotypes are materialised in advertisements, and how the use of sexual and violent contents can have discriminatory affects on women. We have conducted this study after ascertaining that gender stereotypes, as well as sexual and violent scenes, are embedded in advertisement as a formula to increase the likeness of remembering them. Our advertisement analysis explores gender stereotyping, sex and violence, both for the Portuguese and Spanish advertisement market. We used a sample of 245 messages from Portuguese and Spanish advertising. To his analyse, we used a specific grid. The main conclusions show us that advertisement in Portugal and Spain still have a significant amount of gender stereotypes, which is in agreement with other international studies. However, there were practically no situations of discrimination of women, placing them in subordinate roles to men.