Supplementary Files
Keywords
advertising
television commercials
stereotypes
consumer psychology
social psychology
How to Cite
Abstract
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.This journal is registered under a Creative Commons Attribution 4.0 International Public License. Thus, this work may be reproduced, distributed, and publicly shared in digital format, as long as the names of the authors and Pontificia Universidad Javeriana are acknowledged. Others are allowed to quote, adapt, transform, auto-archive, republish, and create based on this material, for any purpose (even commercial ones), provided the authorship is duly acknowledged, a link to the original work is provided, and it is specified if changes have been made. Pontificia Universidad Javeriana does not hold the rights of published works and the authors are solely responsible for the contents of their works; they keep the moral, intellectual, privacy, and publicity rights. Approving the intervention of the work (review, copy-editing, translation, layout) and the following outreach, are granted through an use license and not through an assignment of rights. This means the journal and Pontificia Universidad Javeriana cannot be held responsible for any ethical malpractice by the authors. As a consequence of the protection granted by the use license, the journal is not required to publish recantations or modify information already published, unless the errata stems from the editorial management process. Publishing contents in this journal does not generate royalties for contributors.