Biblioteca

Advertising to Children and Gender Stereotypes in Brazil

Advertising to Children and Gender Stereotypes in Brazil

Author

Tamara Amoroso Gonçalves

Mariana Hanssen Bellei Nunes de Siqueira

Letícia Ueda Vella

Year

2017

Description

In this article, we investigate how advertising to children reflects values, focusing on learned gender social roles. We argue that advertising to children in Brazil stimulates very limited social roles for boys and girls, reinforcing traditional stereotypes about men and women, affecting negatively children’s social and personal development.

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