The portrayal of Colombians in television advertisements: an analysis from a gender perspective"

Diplôme Master The portrayal of Colombians in television advertisements: an analysis from a gender perspective" eng 2019 author Cavanzo Montero Diana Carolina 840580 director Oris Michel 0000-0002-6435-9448 133544 Considering the literature about gender roles and gender in advertisement, this thesis analyses the portrayal of Colombian women and men as they are displayed in television advertisements. Through the analysis of 62 Colombian television advertisements we identified differences in the representation of gender. Overall women are overrepresented in advertisements, they appear 1.6 times more than men. It also turns out that the representation of men is more likely to be associated with competence traits while the display of women is more associated with sociability characteristics. Women are more likely to be displayed in the private sphere while men are more likely to be represented in the public sphere. In addition, male characters are often depicted as sick while females are taking care of them. Finally, we observe that advertisers emphasize more the physical appearance of women and unlike females, when it comes to promoting a product for physical appearance for males, advertisers emphasize more the romantic or sexual gain that males can have in using the product. Colombian advertisements Gender Public and private sphere Gender stereotypes Content analysis Advertising Dewey 304.6/305.3/306 Master en socioéconomie 195 Institut de démographie et de socioéconomie TH false 86888131-b064-4b5e-8cb5-c64a768207d2 Master thesis Public MasterthesisDianaCavanzo.pdf 5146498 application/pdf openAccess Faculté des sciences de la société / Institut de démographie et de socioéconomie

Title	Published in	Access level	OA Policy	Year	Views	Downloads

The portrayal of Colombians in television advertisements: an analysis from a gender perspective"				2019	518	578

Archive ouverte UNIGE

Cavanzo Montero, Diana Carolina