Women Feelings About Female Images in Advertising: a Qualitative Study

The objectives of this investigation is to understand how women in Latin American context interpret female portrayals in advertising, to examine if women compare themselves with advertising portrayals and if they do, how they perceive that they affect them. The data was gathered using in depth interviews. Seventy five individuals selected by convenience method in San Paulo, Brazil. Results revealed three different perceptions about female portrayals in advertising. In addition, results revealed that the informants not only do compare themselves with advertising endorsers, but also believe that advertising imagery affect them in a negative way.


Claudia Rosa Acevedo, Jouliana Jordan Nohara, and Ana Laura Arruda (2006) ,"Women Feelings About Female Images in Advertising: a Qualitative Study", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 99-105.


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


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

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