Roles Portrayed by Women： A Content Analysis in Brazilian Television Advertisements  

作　　者：Claudia Rosa Acevedo Helenita Tamashiro Jouliana Jordan Nohara Julio Cunha 

机构地区：[1]University of Sao Paulo FMU-Laureate International Universities, Sao Paulo, Brazil [2]FMU-Laureate International Universities, Sao Paulo, Brazil Jouliana Jordan Nohara [3]FMU-Laureate International Universities, Sao Paulo, Brazil Julio Cunha [4]UNIP, Silo Paulo, Brazil

出　　处：《Journalism and Mass Communication》2013年第7期409-421,共13页新闻与大众传媒（英文版）

摘　　要：The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the questions that motivated this research project were ＂What messages about women have been given to society through advertisement？＂ and ＂Have these portrayals been changed during the past decades？＂ The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2000. The population from which this sample was drawn consisted of Brazilian commercials which got an award in international and national festivals. A probabilistic sample procedure was employed. Ninety five pieces were selected. The categories and operational rules used in the study were developed based on previous research. This study has proposed that female images in advertising are depicted in three different ways： stereotyped, idealized, and plural portrayals. Our results have revealed that some specific images have changed, however, they continued to be stereotyped and idealized.

关 键 词：roles in advertising gender representations mass communication female roles content analysis inmedia 

分 类 号：TN948.1[电子电信—信号与信息处理] TP311.11[电子电信—信息与通信工程]