The eternal feminine: Gender stereotypes and sexualization in television advertisements

Journal article

Roberta Rosa Valtorta, Alessandra Sacino, Cristina Baldissarri, Chiara Volpato
Psicologia Sociale - Social Psychology Theory & Research, vol. 2, 2016, pp. 159-188

DOI: 10.1482/84097

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APA Click to copy
Valtorta, R. R., Sacino, A., Baldissarri, C., & Volpato, C. (2016). The eternal feminine: Gender stereotypes and sexualization in television advertisements. Psicologia Sociale - Social Psychology Theory &Amp; Research, 2, 159–188. https://doi.org/10.1482/84097

Chicago/Turabian Click to copy
Valtorta, Roberta Rosa, Alessandra Sacino, Cristina Baldissarri, and Chiara Volpato. “The Eternal Feminine: Gender Stereotypes and Sexualization in Television Advertisements.” Psicologia Sociale - Social Psychology Theory & Research 2 (2016): 159–188.

MLA Click to copy
Valtorta, Roberta Rosa, et al. “The Eternal Feminine: Gender Stereotypes and Sexualization in Television Advertisements.” Psicologia Sociale - Social Psychology Theory &Amp; Research, vol. 2, 2016, pp. 159–88, doi:10.1482/84097.

BibTeX Click to copy

@article{roberta2016a,
  title = {The eternal feminine: Gender stereotypes and sexualization in television advertisements},
  year = {2016},
  journal = {Psicologia Sociale - Social Psychology Theory & Research},
  pages = {159-188},
  volume = {2},
  doi = {10.1482/84097},
  author = {Valtorta, Roberta Rosa and Sacino, Alessandra and Baldissarri, Cristina and Volpato, Chiara}
}

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This publication is in Italian.

Abstract

This study was designed to analyze gender stereotypes and sexualization in Italian television advertisements. A sample of 287 Italian television advertisements broadcast from 9pm to 10pm was analyzed. Findings indicate that women in Italian television advertising were portrayed as younger and more engaged in care-related activities in the home environment than men were. Instead, men were portrayed as sportier, more independent, and more competent than women. Furthermore, women were depicted as more sensual and attractive than men. Theoretical and practical implications are discussed also regarding the comparison between this study and similar studies conducted in the past.