AMBIENTUM BIOETHICA BIOLOGIA CHEMIA DIGITALIA DRAMATICA EDUCATIO ARTIS GYMNAST. ENGINEERING EPHEMERIDES EUROPAEA GEOGRAPHIA GEOLOGIA HISTORIA HISTORIA ARTIUM INFORMATICA IURISPRUDENTIA MATHEMATICA MUSICA NEGOTIA OECONOMICA PHILOLOGIA PHILOSOPHIA PHYSICA POLITICA PSYCHOLOGIA-PAEDAGOGIA SOCIOLOGIA THEOLOGIA CATHOLICA THEOLOGIA CATHOLICA LATIN THEOLOGIA GR.-CATH. VARAD THEOLOGIA ORTHODOXA THEOLOGIA REF. TRANSYLVAN
Rezumat articol ediţie STUDIA UNIVERSITATIS BABEŞ-BOLYAI
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Autori: ALEXANDRA UJICĂ, RALUCA BĂBUȚ.
Published Online: 2021-06-30
Published Print: 2021-06-30
pp. 25-37
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Advertising, by its accessibility, is incredibly powerful in spreading stereotypical representations. The way women are portrayed in advertising in different countries and cultures has been a subject of research for more decades. The paper aims to examine the way women are portrayed in advertising campaigns in Romania. The study focuses on finding the stereotypes used and their characteristics by qualitatively analyzing ads from brands’ YouTube channels. We identified seven stereotypes and the analysis shows that women portrayals are idealized in Romanian advertising. Although there are some modern approaches to the representations, ads do not reflect contemporary female roles. The most frequent stereotype is the Next-Door Woman, a stereotype that emphasis on the cuteness of the woman, not on her intelligence. Romanian brands’ advertising lacks campaigns promoting women empowerment.
Keywords: female stereotypes, women portrayal, advertising, Romania
