Work

Gender Stereotypes in Pharmaceutical and Food Television Commercials Aired in Serbia (2016-2025)

Year: 2025

Type: conference-paper

Abstract: This paper explores gender stereotypes in television commercials for pharmaceutical and food and beverage products broadcast on five television channels in Serbia – TV Prva, RTS 1, TV B92, TV Pink, and TV N1 – during three time periods: 2016, 2021, and 2025. A total of 105 pharmaceutical and 231 food and beverage commercials were analysed using a mixed-methods content analysis that combined quantitative and qualitative approaches. Key variables included the gender of the voice-over, role portrayal (doctor, patient, caregiver), common gender stereotypes within and across product categories, and the presence of non-stereotypical portrayals. The study aims to identify trends in gender representation within Serbian television advertising over time and across different product types. Findings indicate a gradual shift toward more balanced gender representation in recent years; however, gender stereotypes remain prevalent, particularly in locally produced commercials.

Source: International Scientific Conference ERAZ. Knowledge Based Sustainable Development

DOI: 10.31410/eraz.2025.641

Authors: Silva Kostić, Ana Slavkovic

Institutions: Academy of Technical and Art Applied Studies, Akademija strukovnih studija Politehnika

Language: English

Topic: Media, Gender, and Advertising

Subfield: Gender Studies

Field: Social Sciences

Domain: Social Sciences

SDG: Gender equality

Open Access status: bronze

OpenAlex ID: W7204124265

FWCI:

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