Female Stereotypes in Romanian Advertising: An Interpretative Content Analysis

Ujică Alexandra () and Băbuţ Raluca
Additional contact information
Ujică Alexandra: Babeș-Bolyai University, Romania
Băbuţ Raluca: Babeș-Bolyai University, Romania

Studia Universitatis Babeș-Bolyai Oeconomica, 2021, vol. 66, issue 2, 25-37

Abstract: Advertising, by its accessibility, is incredibly powerful in spreading stereotypical representations. The way women are portrayed in advertising in different countries and cultures has been a subject of research for more decades. The paper aims to examine the way women are portrayed in advertising campaigns in Romania. The study focuses on finding the stereotypes used and their characteristics by qualitatively analyzing ads from brands’ YouTube channels. We identified seven stereotypes and the analysis shows that women portrayals are idealized in Romanian advertising. Although there are some modern approaches to the representations, ads do not reflect contemporary female roles. The most frequent stereotype is the Next-Door Woman, a stereotype that emphasis on the cuteness of the woman, not on her intelligence. Romanian brands’ advertising lacks campaigns promoting women empowerment.

Keywords: female stereotypes; women portrayal; advertising; Romania (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2021
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/subboec-2021-0007 (text/html)

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:vrs:subboe:v:66:y:2021:i:2:p:25-37:n:3

DOI: 10.2478/subboec-2021-0007

Access Statistics for this article

Studia Universitatis Babeș-Bolyai Oeconomica is currently edited by Dumitru Matis

More articles in Studia Universitatis Babeș-Bolyai Oeconomica from Sciendo
Bibliographic data for series maintained by Peter Golla ().