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A evolução da questão do género na publicidade, um contributo a partir dos anúncios televisivos portugueses dos anos 80, 90 e 2000: o caso dos produtos de higiene pessoal
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Abstract(s)
O estudo aqui apresentado aborda a publicidade na televisão portuguesa, mais concretamente os anúncios de higiene pessoal masculinos e femininos. Sabemos que, com a evolução das novas tecnologias existem novas formas de fazer publicidade, apesar disso decidimos que o nosso trabalho recairia sobre a evolução destes anúncios e dos estereótipos de género na televisão portuguesa nos anos da década de 1980, 1990 e desde o inicio dos anos 2000 até aos nossos dias.
Um dos objetivos do nosso trabalho consiste em perceber os estereótipos de género presentes nestes anúncios, principalmente compreender quais deles estão associados à mulher, entender também, se ao longo destas décadas, existiu algum tipo de evolução em relação às diferenças mais características entre o género masculino e feminino. Para o efeito, desenvolveu-se uma análise qualitativa do conteúdo dos anúncios, recolhidos de um canal do Youtube, mais precisamente, quinze (15) anúncios das respetivas décadas supra referidas, resultando num total de quarenta e cinco (45) anúncios . Os resultados obtidos demonstram que todavia existe um longo caminho a percorrer, para que haja uma positiva e notória evolução, capaz de encurtar as diferenças entre géneros masculino e feminino e dissipar os permanentes estereótipos que subsistem entre eles.
The study presented here addresses advertising on Portuguese television, more specifically, the advertisements for personal hygiene for both men and women. We know that with the evolution of new technologies there are new ways of advertising, although we decided that our work would fall on the evolution of these ads and gender stereotypes in Portuguese television in the years 1980, 1990 and from the beginning of the century to the present day. One of the objectives of our work is to understand the gender stereotypes present in these ads, mainly to understand which of them are associated with the woman, to understand also, if during these decades, there was some kind of evolution in relation to the most characteristic differences between the masculine gender and feminine. To that end, a qualitative analysis of the content of the ads was carried out, collected from a Youtube channel, more precisely, fifteen (15) announcements of the mentioned decades, resulting in a total of forty-five (45) announcements. The results show that there is still a long way to go, for there to be a positive and notorious evolution, capable of shortening the differences between masculine and feminine genders and dissipating the permanent stereotypes that subsist among them.
The study presented here addresses advertising on Portuguese television, more specifically, the advertisements for personal hygiene for both men and women. We know that with the evolution of new technologies there are new ways of advertising, although we decided that our work would fall on the evolution of these ads and gender stereotypes in Portuguese television in the years 1980, 1990 and from the beginning of the century to the present day. One of the objectives of our work is to understand the gender stereotypes present in these ads, mainly to understand which of them are associated with the woman, to understand also, if during these decades, there was some kind of evolution in relation to the most characteristic differences between the masculine gender and feminine. To that end, a qualitative analysis of the content of the ads was carried out, collected from a Youtube channel, more precisely, fifteen (15) announcements of the mentioned decades, resulting in a total of forty-five (45) announcements. The results show that there is still a long way to go, for there to be a positive and notorious evolution, capable of shortening the differences between masculine and feminine genders and dissipating the permanent stereotypes that subsist among them.
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Keywords
publicidade estereótipos de género televisão anúncios de higiene pessoal advertising gender stereotypes television personal hygiene announcements