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The prejudice and gender stereotyping in advertising: the receiver perspective

2014-06-26Documento de conferência Acesso aberto
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dc.contributor.authorPereira, Francisco José Costa
dc.contributor.authorVerissimo, Jorge
dc.contributor.authorCastillo Diaz, Ana
dc.contributor.authorCorreia, Maria do Rosário
dc.contributor.authorMagalhães, Luísa
dc.contributor.authorCardoso, Paulo
dc.date.accessioned2021-02-04T16:59:44Z
dc.date.available2021-02-04T16:59:44Z
dc.date.issued2014-06-26
dc.description.abstractThis 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.en
dc.description.versionN/Apt_PT
dc.identifier.citationPereira, 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.pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.21/12790
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherICORIA-International Conference on Research in Advertisingpt_PT
dc.publisherEAA-European Advertising Academypt_PT
dc.publisherUniversity of Amsterdam, Netherlandspt_PT
dc.relation.publisherversionhttp://www.europeanadvertisingacademy.org/conference2014/pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectHostile and benevolent sexismen
dc.subjectRacial discriminationen
dc.subjectSex discriminationen
dc.subjectWomen in advertisingen
dc.titleThe prejudice and gender stereotyping in advertising: the receiver perspectiveen
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceUniversity of Amsterdam, Netherlandspt_PT
oaire.citation.title13th ICORIA - International Conference on Research in Advertisingpt_PT
person.familyNameVerissimo
person.givenNameJorge
person.identifier.orcid0000-0001-8045-4114
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication51cef9af-7b23-4dfc-8fb9-a8ea352f7d40
relation.isAuthorOfPublication.latestForDiscovery51cef9af-7b23-4dfc-8fb9-a8ea352f7d40

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