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Proceedings 2017, 1(9), 947; doi:10.3390/proceedings1090947

A Study of Gender Advertisements. A Statistical Measuring of the Prevalence of Genders’ Patterns in the Images of Print Advertisements

Free University of Bozen, Faculty of Education, Regensburger Allee 16, 39042 Brixen-Bressanone, Italy
Presented at the International and Interdisciplinary Conference IMMAGINI? Image and Imagination between Representation, Communication, Education and Psychology, Brixen, Italy, 27–28 November 2017.
Published: 16 November 2017
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Abstract

This study extends a previous Goffmann’s work. He categorized gender stereotypes in advertising pictures in USA in the 1970s, in six main groups: relative size, feminine touch, function ranking, family, ritualization of subordination, licensed withdraw. This work is a tentative of a statistical measure of the prevalence of gender’s patterns in print advertisements, in Italy, in 2006. The Hypotheses: strongest gender’s stereotypes survive, some changed, others disappeared. The results show that main gender’s stereotypes are hard to die even though the society has significantly changed, creating “modern” stereotypes. The line between masculinity and femininity seems to be thinner today.
Keywords: gender’s stereotypes; advertisement’s images; social statistics; research method gender’s stereotypes; advertisement’s images; social statistics; research method
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Signoretti, N. A Study of Gender Advertisements. A Statistical Measuring of the Prevalence of Genders’ Patterns in the Images of Print Advertisements. Proceedings 2017, 1, 947.

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