TRADITIONAL GENDER ROLES CHALLENGED IN ADVERTISING

Differences in social position and power assign specific sex roles, which reflect the society's beliefs and expectations. [...]since women are most frequently assumed to take up a domestic role, they are obviously associated with items that are characteristic to that position while men get the...

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Bibliographic Details
Published inAcademica Science Journal. Psychologica Series no. 6; p. 85
Main Authors Berariu, Cristina, Pop, Anisoara, Nemes, Anca
Format Journal Article
LanguageEnglish
Published Targu Mures Dimitrie Cantemir University of Targu Mures 01.01.2015
Subjects
Gender differences
Mothers
Print advertising
Researchers
Sex roles
Society
Stereotypes
Studies
Women
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Summary:Differences in social position and power assign specific sex roles, which reflect the society's beliefs and expectations. [...]since women are most frequently assumed to take up a domestic role, they are obviously associated with items that are characteristic to that position while men get the role of providers and protectors. Since their position in society is different, I presumed that the way they are portrayed in advertisements will also be different.
ISSN:2285-8083
2285-8849