Pereira, Francisco José CostaVerissimo, JorgeCastillo Diaz, AnaCorreia, Maria do RosárioMagalhães, LuísaCardoso, Paulo2021-02-042021-02-042014-06-26Pereira, 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.http://hdl.handle.net/10400.21/12790This 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.engHostile and benevolent sexismRacial discriminationSex discriminationWomen in advertisingconference object