Nostalgic Representations and Gender Stereotypes in Romanian Advertising

Gelu Olivian Tudose ()
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Gelu Olivian Tudose: University of Buharest

Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, 2018, issue 1, 46-54

Abstract: This study aims to investigate the way advertising uses nostalgic representations and to what extent these representations are associated with or promote traditional gender roles. So far, this relation has been less investigated in the academic literature. The metho dological approach is based on the qualitative content analysis of a set of television commercials that include various nostalgic appeals. Five periods were identified in the nostalgic advertisements: the post-communist period, the communist period, the interwar period, the 19th and the 18th centuries. Different strategies used to present the past were discussed. Results also showed that gender stereo - types are used in advertising to make the nostalgic representations more credible. The study can contribute to a better understanding of the way advertising presents past events and situations as part of the narratives.

Keywords: Advertising; past; nostalgia; traditional gender roles. (search for similar items in EconPapers)
JEL-codes: Y8 (search for similar items in EconPapers)
Date: 2018
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