Príncipe ou Sapo? Os estereótipos masculinos em spots brasileiros e portugueses

  • Simone Freitas Universidade do Minho
Palavras-chave: advertising, television, content analysis, man, gender stereotyping

Resumo

Inspired by Queiroz (2007), Garboggini (2005) and Dantas (1997), this article compares the use of male stereotypes in Brazilian and Portuguese television advertising. For a long time, the dominant and conqueror man was used as an ideal standard for advertising, but in recent decades this has been changing: the search for eternal youth and a greater presence in parental care, associated with women, is now part of the male ideal in ads. Using as a model the study of Fonseca (2005), through content analysis methodology, this study was conducted with recordings of television spots during prime time (08 to 11:0 pm), on the TV channel audience leader during the month that corresponds to the Day of the parents in each country. The data analyzed are a part of the author's PhD thesis on the subject of stereotypes in advertising.

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Publicado
2012-06-29
Como Citar
Freitas, S. (2012). Príncipe ou Sapo? Os estereótipos masculinos em spots brasileiros e portugueses. Comunicação E Sociedade, 21, 109-122. https://doi.org/10.17231/comsoc.21(2012).703
Secção
I. No masculino e no feminino: valores, identidades, pulsões, desejo e corpo