Pensar o género na publicidade: percepções de estudantes do ensino superior português

Abstract

The present paper discusses the results of the research project PubliDiversidade. Through focus group discussions with young Portuguese university students from communication courses, we sought to scan the main perceptions of these young students towards advertising, highlighting also existing self- and hetero-regulation strategies. We concluded for the absence of critical and rupture perspectives with gendered representations in ads, subtracting them to social and market imperatives, although some of the participants showed some discourses that could remit to some reflectiveness. In this sense, the study shows the importance of the enlargement of critical media literacy, with predictable impact on the promotion of advertisements lined by gender equality.