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Open Access Dagcrème voor mannen, bier voor vrouwen : Voorbij genderstereotypen in reclame?

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Abstract

This paper studies representations of gender in television commercials that advertise products like beer and cosmetics to the gender they are traditionally not associated with. More specifically the question is whether, as literature about advertising and gender suggests, such commercials do indeed break with traditional gender stereotypes. A qualitative content analysis of ten commercials of this type reveals that this is not the case. Precisely because they need to try and bring about recognition and positive appreciation among the new target group, these commercials rather reproduce traditional gender stereotypes. So just like in ‘ordinary’ commercials men are represented here, too, as confident, active and interested in functionality, and women as insecure, passive and interested in aesthetics.

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Keywords: gender; inhoudsanalyse; reclame; stereotypen

Document Type: Research Article

Publication date: February 1, 2020

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  • Sociologie publiceert over actuele maatschappelijke vraagstukken en sociologisch-theoretische onderwerpen. De artikelen en essays zijn interessant voor een breed, interdisciplinair publiek. Naast onderzoeksartikelen, onderzoeksnotities en boekbesprekingen biedt Sociologie met de rubrieken Debat en Inspiratie een podium voor gedachtewisseling en sociologische verbeelding. Sociologie is het resultaat van het samengaan van de gerenommeerde tijdschriften Sociologische Gids en Amsterdams Sociologisch Tijdschrift en bestrijkt een breed terrein van de sociologiebeoefening in Nederland.

    Sociology (Sociologie) publishes articles on current social issues and sociological-theoretical subjects. The articles and essays are interesting for a wide interdisciplinary audience. In addition to research articles, research notes and book reviews Sociology provides a platform for exchange of views with the sections Debate and Inspiration. Sociology is the result of the merging of the prestigious journals Sociologische Gids and Amsterdams Sociologisch Tijdschrift and covers a wide field of sociology in the Netherlands.

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