<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</abstract>

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.

Female Stereotypes in Romanian Advertising: An Interpretative Content Analysis

Studia Universitatis Babes-Bolyai Oeconomica

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Female Stereotypes in Romanian Advertising: An Interpretative Content Analysis"}

Advertising, by its accessibility, is incredibly powerful in spreading stereotypical representations. The way women are portrayed in advertising in different...

Female Stereotypes in Romanian Advertising: An Interpretative Content Analysis

Publié en ligne: 06 sept. 2021

Pages: 25 - 37

DOI: https://doi.org/10.2478/subboec-2021-0007

Mots clés
female stereotypes, women portrayal, advertising, Romania

© 2021 Alexandra Ujică et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Female Stereotypes in Romanian Advertising: An Interpretative Content Analysis

Publié en ligne: 06 sept. 2021

Pages: 25 - 37

DOI: https://doi.org/10.2478/subboec-2021-0007

Mots clésfemale stereotypes, women portrayal, advertising, Romania

© 2021 Alexandra Ujică et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Mots clés
female stereotypes, women portrayal, advertising, Romania