Resumo

VELANDIA-MORALES, Andrea  e  RINCON, Juan Carlos. Gender roles and stereotypes used through TV advertisements. Univ. Psychol. [online]. 2014, vol.13, n.2, pp.517-527. ISSN 1657-9267.  https://doi.org/10.11144/Javeriana.UPSY13-2.ergu.

This research aims to identify the representations and stereotypes that are used in commercial broadcast on television, as well as the possible relationships among these product categories, roles, gender and the level of sexism in commercials. The data-gathering instrument was designed based on the Scale of Sexism in Advertising from Pingree, Parker, Butler and Paisley (1976), which also incorporated the analysis categories defined by McArthur and Resko (1975). This tool was applied in a sample of 80 commercials. The results show differences in the treatment of gender within commercials. Thus, female figures appear in the commercials, which occur in private settings (home), while in the public settings are mostly male figures. Regarding the level of sexism, half of the commercials showed high level of sexism. The most stereotypes are sexy woman and housewife, with representations of women like sex object or in dependency roles.

Palavras-chave : gender roles; advertising; television commercials; stereotypes; consumer psychology; social psychology; sex roles; consumer psychology; television advertising; sexism; stereotyping.

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