Comunicação e Sociedade | |
Príncipe ou Sapo? Os estereótipos masculinos em spots brasileiros e portugueses | |
Simone Freitas1  | |
[1] Universidade do Minho; | |
关键词: advertising; television; content analysis; man; gender stereotyping; | |
DOI : 10.17231/comsoc.21(2012).703 | |
来源: DOAJ |
【 摘 要 】
Inspired by Queiroz (2007), Garboggini (2005) and Dantas (1997), this article compares the use of male stereotypes in Brazilian and Portuguese television advertising. For a long time, the dominant and conqueror man was used as an ideal standard for advertising, but in recent decades this has been changing: the search for eternal youth and a greater presence in parental care, associated with women, is now part of the male ideal in ads. Using as a model the study of Fonseca (2005), through content analysis methodology, this study was conducted with recordings of television spots during prime time (08 to 11:0 pm), on the TV channel audience leader during the month that corresponds to the Day of the parents in each country. The data analyzed are a part of the author's PhD thesis on the subject of stereotypes in advertising.
【 授权许可】
Unknown