Changing paatterns of gender portrayals in portuguese television advertisements

• Type: Article in International Scientific Journal
• Date: 2009

Authors

Felix Neto (Author) FPCEUP; Carolina C Silva (Author) ICBAS

Journal

Title: Journal of Applied Social Psychology

Vol. 39 No. 5

Pages: 1214-1228

ISSN: 0021-9029

Publisher: Wiley-Blackwell

Indexing

ISI Web of Knowledge - 3 Citations

ISI Web of Science

Scopus - 5 Citations

PsycInfo

Scientific classification

FOS: Social sciences > Psychology

Other information

Authenticus ID: P-003-KE8

DOI: 10.1111/j.1559-1816.2009.00479.x

Abstract (EN): The purpose of this study was to identify patterns in Portuguese television advertisements and interpret changes in the portrayal of gender roles using data collected 7 years apart: 1996 and 2003. We grouped 11 attributes of the central figure displayed in 623 evening commercials using a k-means cluster procedure. There were 4 distinct groups of advertisements that emerged, 2 of them characterizing a predominantly male central figure and the other 2 a female central figure. The overall increase in women portrayed in advertisements from 1996 (32.9%) to 2003 (40.8%) is reflected in a shift toward an increase of advertisements with a female central figure in the typically male "narrator" cluster. Practical implications of these findings are discussed.

Language: English

Type (Professor's evaluation): Scientific

Notes: <a href="http://gateway.isiknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=Alerting&SrcApp=Alerting&DestApp=WOS&DestLinkType=FullRecord&KeyUT=000265550400010">Acesso à Web of Science</a> <br> <a href="http://www.scopus.com/record/display.url?eid=2-s2.0-65349191203&origin=resultslist">Acesso à Scopus</a>

No. of pages: 15