Please use this identifier to cite or link to this item:
https://hdl.handle.net/10216/100129
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 Psychology |
Scientific areas: | Ciências sociais::Psicologia Social sciences::Psychology |
URI: | https://repositorio-aberto.up.pt/handle/10216/100129 |
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 | Size | Format | |
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84294.pdf Restricted Access | 137.75 kB | Adobe PDF | Request a copy from the Author(s) |
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