An advertising that has evolved with women? A reception study on gender representation
Keywords:
Advertising. Gender. Reception. Representations of women.Abstract
This paper aims to understand the role of advertising in the construction and consolidation of women’s representations. Through the lens of reception studies in conjunction with theories about gender, it was studied how adult women appropriate the gender representations conveyed in the campaign “Mulheres Evoluídas” by Bombril. The methodology, qualitative, exploratory research merges with a questionnaire and conducting a focus group with six women. The results explain that the receptors understand the strategies involved in advertising and does not fully identify with the women’s representations studied in the campaignDownloads
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Copyright (c) 2012 Laura Hastenpflug Wottrich, Maria Cândida Noal Cassol
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