Female Stereotypes in Print Ads: A Longitudinal Analysis from an Institutional Viewpoint

Andres Rodriguez Veloso, Kavita Miadaira Hamza, Lara Petrini Victorino and Lealis Vaz Meleiro Lopes

Journal of the Association for Consumer Research, 2021, vol. 6, issue 2, 223 - 235

Abstract: This study draws from institutional theory, gender stereotypes, and content analysis of 509 ads spanning over more than 50 years to understand the evolution of female stereotypes used in print advertising within the context of the emerging Brazilian market. It explores how institutional control systems originating from societal developments may have influenced the presence of gendered print ads. Our analysis is divided into four Brazilian historical periods where female stereotypes in society and institutions have changed: military dictatorship (1964–79), the lost decade (1980–93), economic stability (1994–2012), and political crisis (from 2013 onward). Our historical analysis provides insight on how societal developments (e.g., women participation in the labor force, in regulation agencies, in senior positions at companies and advertising agencies, and in more organized movements against female discrimination) foster the emergence of more complex systems that directly impact the use of female stereotypes in print ads.

Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://dx.doi.org/10.1086/713287 (application/pdf)
http://dx.doi.org/10.1086/713287 (text/html)
Access to the online full text or PDF requires a subscription.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ucp:jacres:doi:10.1086/713287

Access Statistics for this article

More articles in Journal of the Association for Consumer Research from University of Chicago Press
Bibliographic data for series maintained by Journals Division ().