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Gender stereotyping, sex and violence in portuguese and spanish advertisement

2009-06-25Conference object Open access
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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.date.accessioned2021-02-04T16:31:56Z
dc.date.available2021-02-04T16:31:56Z
dc.date.issued2009-06-25
dc.description.abstractThe 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.en
dc.description.versionN/Apt_PT
dc.identifier.citationPereira, F.C., Veríssimo, J., Castillo Diaz, A., & Correia, R. (2009, jun, 25-27). Gender stereotyping, sex and violence in portuguese and spanish advertisement. Paper presented at 8th ICORIA - International Conference on Research in Advertising, Alpen-Adria University of Klagenfurt, Austria.pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.21/12788
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherICORIA-International Conference on Research in Advertisingpt_PT
dc.publisherEAA-European Advertising Academypt_PT
dc.publisherAlpen-Adria Universityof Klagenfurtpt_PT
dc.relation.publisherversionhttp://www.europeanadvertisingacademy.org/conference2009/pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectAdvertisingen
dc.subjectPortuguese adsen
dc.subjectSpanish adsen
dc.subjectGender stereotypingen
dc.subjectViolent scenesen
dc.subjectSexual scenesen
dc.titleGender stereotyping, sex and violence in portuguese and spanish advertisementen
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceAlpen-Adria University of Klagenfurt, Austriapt_PT
oaire.citation.title8th 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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