A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201 A CONTENT ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN COMMERCIALS: 1973 - 2008 DOI: 10.5585/remark.v9i3.2201

The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the question that motivated this research project was: What messages about women have been given to society through advertisement? Have these portrayals been changed during the past decades? The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2008. A probabilistic sample procedure was employed. Ninety five pieces were selected. Our results have revealed that some specific images have changed over the years, however, they continued to be stereotyped and idealized. The principal objective of this paper was to examine female roles portrayed in advertising. More specifically, the question that stimulated this research project was: What message has been signaled to society through advertisements about women? Have these portrayals altered throughout the past decades? The study consisted of a systematic content analysis of Brazilian commercials between 1973 and 2008. A probabilistic sample procedure was adopted. 95 pieces of material were selected. Our results have revealed that certain specific images have changed over the years; however, they continue to be stereotyped and idealized.