Tamara Amoroso Gonçalves
Mariana Hanssen Bellei Nunes de Siqueira
Letícia Ueda Vella
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.