Female Images in Commercials: a Content Analysis Study: 1973–2000

Advertising images remain an important topic for marketing and advertising literature because research suggests that visual imagery provided by advertisements has a significant effect on the belief system of a given society. Indeed, advertising produces and reflects values, attitudes and behaviors of the social realm where it is embedded. It gives meanings to words and symbols, playing a special role in the interpretation frame of the current world (Kang 1997). Actually, advertising molds and mirrors life and this is enough to pledge our attention. Whereas, advertising’s critics have generally held that mass media pictures may well be selective and biased to forge specific ideas, this fact reinforce the reason why these images represents an important historical record, as they denounce how a given society would like to see itself. (Belk and Pollay 1985).


Claudia Rosa Acevedo, Jouliana Jordan Nohara, and Ana Laura de Arruda (2006) ,"Female Images in Commercials: a Content Analysis Study: 1973–2000", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 92-93.


Claudia Rosa Acevedo, Universidade Nove de Julho, Brazil
Jouliana Jordan Nohara, Universidade Nove de Julho, Brazil
Ana Laura de Arruda, Faculdade de Administração de Orlândia, Brazil


LA - Latin American Advances in Consumer Research Volume 1 | 2006

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