Snapshots of Men and Women in Interaction: An Investigation of Stereotypes in Print Advertisement Relationship Portrayals

Tsichla, Eirini; Zotos, Yorgos

doi:10.9768/0023.03.035

Cited by 63 publications

(16 citation statements)

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“…The 'family' shows that the family figures tend to demonstrate a special mother-daughter (Pears and Brac Ad) bond which is emotionally close and a special father-son (Brac Ad) bond which is emotionally distant. Zotos and Tsichla [13] also support the stereotypical portrayal of gender roles according to the common beliefs. They pose three questions like what?…”

Section: Justification Of Goffman's Gender Stereotypes Hypothesismentioning

confidence: 79%

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The Representations and Implications of Gender Stereotypes Portrayed in Three Selected TV Advertisements Shown In Bangladesh: a Critical Interpretation

Shafi

2020

humass

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This paper aims at a precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown in Bangladesh. The analysis begins with the theoretical framework of gender roles analysis here in this paper: Goffman's Gender Stereotypes Hypothesis which is used to identify and analyse the thematic features present in the ads. After critically examining the hypothesis, Kress and Van Leeuwen's Systemic Functional Analysis framework is used to analyse the semiotic feature to interpret the signs and symbols. After that, Fairclough's stylistic analysis of Discourse Analysis is used to find out these features in the advertisements to search the cultural, political implications. Lastly, the paper uses Pope's The Rape of the Lock and it's Cultural-Ecofeminist Analysis of Francois d'Eaubonne to connect with the above mentioned frameworks from a contextual point of view to predict the future progression of the gender representations and their implications in the coming years whether the changes in gender roles both in houses and workplaces, women empowerment, more female entrepreneurs in the working forces will bring out about a change in the minds of people about the stereotypes and make a more women inclusive and women friendly environment in Bangladesh and South Asian Countries.

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Section: Justification Of Goffman's Gender Stereotypes Hypothesismentioning

confidence: 79%

“…The paper will end here with two contrasting propositions about predictions of Gender Stereotypes in ads shown in Bangladesh. Zotos & Tsichla [13] say that due to the change in occupational opportunities and domestic structure, women are seen more as a professional rather than a housewife.…”

Section: Discussionmentioning

confidence: 99%

The Representations and Implications of Gender Stereotypes Portrayed in Three Selected TV Advertisements Shown In Bangladesh: a Critical Interpretation

Shafi

2020

humass

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“…Conclusion with future trajectories of gender stereotypes with recent trends of advertisements The paper will end here with two contrasting propositions about predictions of gender stereotypes in ads shown in Bangladesh. Zotos and Tsichla (2014) say that due to the changes in occupational opportunities and domestic structure, women are seen more as a professional rather than as a housewife. Due to the development of new opportunities for women, they are now portrayed in more independent, professional and self-sufficient roles.…”

Section: Implications Of Gender Stereotypesmentioning

confidence: 99%

The representations and implications of gender stereotypes portrayed in three selected TV advertisements shown in Bangladesh: a critical interpretation

Shafi

2021

JHASS

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Purpose This paper aims to the precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown in Bangladesh. Design/methodology/approach The analysis begins with the theoretical framework of gender roles analysis here in this paper: Goffman’s gender stereotypes hypothesis which is used to identify and analyse the thematic features present in the ads. After critically examining the hypothesis, Kress and Van Leeuwen’s systemic functional analysis framework is used to analyse the semiotic feature to interpret the signs and symbols. After that, Fairclough’s stylistic analysis of discourse analysis is used to find out these features in the advertisements to search the cultural, political implications. Finally, the paper uses Pope’s The Rape of the Lock and it is Cultural-Ecofeminist Analysis of Francois d’Eaubonne. Findings This paper tries to connect with the above-mentioned frameworks from a contextual point of view to predict the future progression of the gender representations and their implications in the coming years whether the changes in gender roles. Originality/value Both in houses and workplaces, women empowerment, more female entrepreneurs in the working forces will bring out a change in the minds of people about the stereotypes and make more women inclusive and the women-friendly environment in Bangladesh and South Asian Countries.

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“…Given the power of media to influence attitudes and behaviors, images popularized through advertising that reflect stereotypes and inequalities raise a point of objection for societal sectors that are underand/or misrepresented in advertisements. One such matter that has been extensively explored through research is the representation of gender in advertisements, under which fall the themes of women being portrayed as weak and passive in often decorative roles (Belkaoui & Belkaoui, 1976;Mager & Helgeson, 2011;Morris, 2006;Plakoyiannaki & Zotos, 2009;Zotos & Tsichla, 2014a, 2014b, and beauty being constructed around both local culture (Krishen, LaTour, & Alishah, 2014;Lin, 2008) and Western ideals (Frith, Shaw, & Cheng, 2005;Millard, 2009;Yan & Bissell, 2014).…”

Section: Introductionmentioning

confidence: 99%

Reading Gender by the Column Inch: Analyzing Gender Representation in Philippine Print Advertisements

Rapanot¹,

Paragas²,

Mangalus³

et al. 2021

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The bulk of literature on reading gender in print advertisements studies magazines, which are a media form tailored for specific audiences. By analyzing gender representations in Philippine newspaper ads, this study aims to provide a reading of gender portrayals published in a more general interest medium. Results of the content analysis performed on 256 ads that appeared in top local publications revealed that while gendered inequalities did not strongly manifest in terms of character count and gender distribution, a closer reading of characters and their gendered differences with specific ad elements in terms of contexts, roles, and physicalities evidence the persistence of stereotypical gender representations in print ads.

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Snapshots of Men and Women in Interaction: An Investigation of Stereotypes in Print Advertisement Relationship Portrayals

Cited by 63 publications

References 0 publications

The Representations and Implications of Gender Stereotypes Portrayed in Three Selected TV Advertisements Shown In Bangladesh: a Critical Interpretation

The Representations and Implications of Gender Stereotypes Portrayed in Three Selected TV Advertisements Shown In Bangladesh: a Critical Interpretation

The representations and implications of gender stereotypes portrayed in three selected TV advertisements shown in Bangladesh: a critical interpretation

Reading Gender by the Column Inch: Analyzing Gender Representation in Philippine Print Advertisements

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