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Advisor(s)
Abstract(s)
This research intended to identify how the perception of discrimination against women in advertising
can be influenced by gender stereotypes in advertising as well as some attitudes such as sexism and
racial discrimination and homosexual. Two models were created, one for sexism influencing the
discrimination of women in advertising and one for sexual and racial discrimination. The two models
were tested through a quantitative research where respondents consisted in a total of 736 subjects in
Spain, in the city of Badajoz, and Portugal, in the cities of Lisbon, Porto and Braga. In conclusion a
model where the hostile sexism and gender stereotypes in advertising contribute to the discrimination
of women in advertising has been found. It was also found that racial and sex discrimination did not
contribute to the discrimination of women in advertising.
Description
Keywords
Hostile and benevolent sexism Racial discrimination Sex discrimination Women in advertising
Citation
Pereira, F.C., Veríssimo, J., Castillo Diaz, A., Correia, R., Magalhães, L., & Cardoso, P. (2014, jun, 26-28). The prejudice and gender stereotyping in advertising: the receiver perspective. Paper presented at 13th ICORIA - International Conference on Research in Advertising, University of Amsterdam, Netherlands.
Publisher
ICORIA-International Conference on Research in Advertising
EAA-European Advertising Academy
University of Amsterdam, Netherlands
EAA-European Advertising Academy
University of Amsterdam, Netherlands