Please use this identifier to cite or link to this item:
Author(s): Felix Neto
Carolina C Silva
Title: Changing paatterns of gender portrayals in portuguese television advertisements
Issue Date: 2009
Abstract: 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.
Subject: Psicologia
Scientific areas: Ciências sociais::Psicologia
Social sciences::Psychology
Document Type: Artigo em Revista Científica Internacional
Rights: restrictedAccess
Appears in Collections:FPCEUP - Artigo em Revista Científica Internacional
ICBAS - Artigo em Revista Científica Internacional

Files in This Item:
File Description SizeFormat 
  Restricted Access
137.75 kBAdobe PDF    Request a copy from the Author(s)

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.