Gender Role Stereotyping in Radio Advertisements: A Portuguese and Cross-national Analysis

Abstract

Most previous research into gender role stereotypes in the massThe mass media impact on our daily lives in a variety of ways, often without our conscious awareness. We are bombarded by visual and auditory stimuli from the media throughout the day. We hear music, news, and advertising at our office desks, in elevators, while jogging or driving to and from school or work. Advertisements in buses and subways shout out the newest, best, modern, and most efficient products and services available.Critical theory and cultural studies emphasize the central role of advertising in the formation of our symbolic reality (Kellner, 1995; Schudson, 1993). In Western culture, socioeconomic reality and the symbolic reality presented by

Innovating Radio News: Effects of Background Music Complexity on Processing and Enjoyment

“…For example, higher pitches or female voices might convey less competence, less trustworthiness, or less authority than lower pitches or male voices (e.g., Bond, Welkowitz, Goldschmidt, & Wattenberg, 1987;Brown, Strong, & Rencher, 1973;Hurtz & Durkin, 1997;Neto & Santos, 2004). Therefore, a second study explored the possibility that women and men might have processed the male and female voices differently.…”

Gender Role Portrayals in Brazilian and Portuguese Television Advertisements

“…Neto and Pinto [12] found substantial different portrayals of males and females in a sample of Portuguese TV advertisements recorded in 1996, as well as the traditional gender role stereotypes reported in studies performed in Western nations [10]. It is interesting to observe, however, that gender stereotyping appears to be much less prevalent in children's commercials [14] and in radio commercials [15].…”

Gender Role Portrayal in Television Advertisement: Evidence from Pakistan

“…al., (1995), Mwangi (1996) (except in ads for household products), Siu and Au (1997), Neto and Pinto (1998) and Childs and Maher (2003) with the exception of a few like Uray and Burnaz (2003) who found female voiceovers dominating in Turkish advertisement. Males were portrayed as relatively more dominant characters (Macklin and Kolbe 1983;Hoek and Laurence 1991;Browne 1998); having more control (Browne 1998); mostly delivering end comments (Furnham and Bitar 1993;Neto and Pinto 1998); with higher aggression level (Macklin and Kolbe 1983;Browne 1998); having independent roles/identity (McArthur and Resko 1975;Gilly 1988;Siu and Au 1997;Neto and Pinto 1998); as authorities (Furnham and Bitar 1993;Neto and Pinto 1998;Neto and Santos 2004); more occupationally set (McArthur and Resko 1975;Neto and Pinto 1998;Neto and Santos 2004); employed at managerial positions (Wee et. al.…”

“…1995) and as professional entertainers (Siu and Au 1997). Females were portrayed mostly as young in advertisement (Schneider and Schneider 1979;Gilly 1988;Furnham and Bitar 1993;Siu and Au 1997;Neto and Pinto 1998;Uray and Burnaz 2003); in dependent roles (Furnham and Bitar 1993;Siu and Au 1997;Neto and Santos 2004); inside of residence (Schneider and Schneider 1979;Furnham and Bitar 1993;Wee et. al.…”