Women in portuguese advertising

Verissimo, Jorge; Pereira, Francisco José Costa

http://hdl.handle.net/10400.21/12784

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Authors

Verissimo, Jorge

Pereira, Francisco José Costa

Abstract(s)

The study aims at identifying if advertising in Portugal shows any kind of gender discrimination. Using Bem’s perspective (1974) we also studied the way in which male and female stereotypes are conveyed in order to understand the roles men and women undertake in advertising. As an initial hypothesis we look at the dominant ideology in advertising, in order to understand if this is still a male dominated society, or if another logic prevails. The study results from a research to advertising in Portuguese national media, open signal televisions, radio, written press, Internet and outdoors.

Keywords

Advertising Portuguese ads Gender discrimination Women in advertising Ideology in advertising

URI

http://hdl.handle.net/10400.21/12784

Citation

Veríssimo, J., & Pereira, F.C. (2006, jun,30-jul,01). Women in portuguese advertising. Paper presented at 5th ICORIA - International Conference on Research in Advertising, School of Management, University of Bath, UK.