Gender Stereotyping, Sex and Violence in Portuguese and Spanish Advertisement

Abstract

This study analyses the gender stereotypes, sex and violence in advertisements in all media except radio, from Portugal and Spain. We have conducted this study after ascertaining that gender stereotypes, as well as sexual and violent scenes, are embedded in advertisement as a formula to increase the possibility of remembering them. This advertisement analysis explores gender stereotyping, sex and violence, both for the Portuguese and Spanish advertisement market. We used a sample of 245 messages from Portuguese and Spanish advertising and a specific grid for this analysis from. We used all media, except radio, between July and November of 2008. The messages were selected from the following categories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female. The messages were selected from the following categories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female. The results in Portugal and Spain about gender stereotypes are in line with previous advertising studies from different countries across the years, showing that it prevails despite the change in women´s role in the world. However, there were practically no situations of discrimination of women or placing them in subordinate roles to men. The results also show us that sex and violence are in a lower level in the advertising of Portugal and Spain. advertising messages from (all) media -Television 83 -Press -149 -Outdoor 9 -Internet 4. The TV ads were found from 200 hours watched in prime time, (between July and November of 2008 in all broadcast in open signal in Portugal, and Spain, the press ads were found from 300 titles consulted, between July and November of 2008, 22 mensal review, 5 weekly review like, and diary and weekly press, the Internet ads were found from 90 visits to the sites with more visits in Portugal and Spain, between July

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“…Indeed, gender differences were observed in Studies 1 and 3 where men endorsed more DVMs than women, but no gender difference emerged from Studies 5 and 6. Traditional gender role stereotypes are still very strong in Portugal (e.g., see Costa Pereira, Verissimo, Castillo Diaz, & Correia, 2013), although gender equality is widely promoted (Santos & Pereira, 2013). The adherence to conservative and gender-oppressive ideologies by Portuguese female participants could explain such a gender-null effect.…”

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“…As evidências sugerem que, embora a estereotipização de género nas campanhas publicitárias tenha vindo a diminuir em alguns casos, ela continua fortemente presente nas mensagens das marcas (Wolin, 2003;Milner & Higgs, 2004;Lindner, 2004;Robinson & Hunter, 2008;Gentry & Harrison, 2010;Furnham & Paltzer, 2010;Eisend, 2010Eisend, , 2019Grau & Zotos, 2016;Matthes, Prieler & Adam, 2016;Veríssimo & Pereira, 2006;Pereira, Veríssimo, Diaz & Correia, 2013;Jorge, Cerqueira & Magalhães, 2014;Pio, 2019).…”

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