Work

The prejudice and gender stereotyping in advertising: the receiver perspective

Year: 2014

Type: conference-paper

Abstract: This research intended to identify how the perception of discrimination against women in advertising can be influenced by gender stereotypes in advertising as well as some attitudes such as sexism and racial discrimination and homosexual. Two models were created, one for sexism influencing the discrimination of women in advertising and one for sexual and racial discrimination. The two models were tested through a quantitative research where respondents consisted in a total of 736 subjects in Spain, in the city of Badajoz, and Portugal, in the cities of Lisbon, Porto and Braga. In conclusion a model where the hostile sexism and gender stereotypes in advertising contribute to the discrimination of women in advertising has been found. It was also found that racial and sex discrimination did not contribute to the discrimination of women in advertising.

Source: Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT)

Authors: Francisco José Costa Pereira, Jorge Veríssimo, Ana Castillo Díaz, Maria do Rosário Correia, Luísa Magalhães, Paulo Ribeiro Cardoso

Institutions: Universidade Lusófona, Instituto Politécnico Nacional, Universidad de Extremadura, Fernando Pessoa University

Language: English

Topic: Media, Gender, and Advertising

Subfield: Gender Studies

Field: Social Sciences

Domain: Social Sciences

SDGs: Gender equality, Reduced inequalities

Open Access status: green

OpenAlex ID: W3127723231

FWCI:

Cites: 35

Cited by:

Related to: 10