SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES

Authors

  • Claudia Rosa Acevedo Universidade Nove de Julho - UNINOVE
  • Helenita R. da Silva Tamashiro Faculdade de Administração de Orlândia
  • José Luis Garcia Hermosilla Universidade de São Paulo – USP
  • Jouliana Jordan Nohara Universidade Nove de Julho - UNINOVE
  • Ana Laura Arruda Faculdade de Administração de Orlândia

Keywords:

advertising, female images, consumer behavior, consumer perceptions

Abstract

The main objective of this investigation is to understand social representations of women in advertising through female narratives. The data was gathered using in depth interviews. The narratives of seventy five women were analyzed based on the method of speech analysis. Results revealed three different perceptions about female portrayals in advertising: depreciated, idealizes and plural portrayals. In addition, results revealed that the informants compare themselves with advertising endorsers and believe that advertising imagery affect them in a negative way.

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Published

2013-06-21

How to Cite

Acevedo, C. R., R. da Silva Tamashiro, H., Garcia Hermosilla, J. L., Jordan Nohara, J., & Arruda, A. L. (2013). SOCIAL REPRESENTATION OF WOMEN IN ADVERTISING: LISTENING TO FEMALE NARRATIVES. Electronic Review of Administration, 11(5). Retrieved from https://seer.ufrgs.br/index.php/read/article/view/40631

Issue

Vol. 11 No. 5 (2005): Edição 47 - set/out 2005

Section

Articles

License

 

The author holds authorship rights, and authorizes REAd to publish the article on its website or in printed editions, not implying the payment of copyright or any other fee to the authors, and certifies that this article has not been published, to date, in any Brazilian journal.