| Title: | Gender Stereotypes in Romanian Commercials : Women’s Roles |
| Author: | Andreea Săndoi |
| Publication: | Language and Literature – European Landmarks of Identity, 14, p. 291 |
| p-ISSN: | 1843-1577 |
| Publisher: | Universitatea din Pitești |
| Place: | Pitești |
| Year: | 2014 |
| Abstract: | Considering the theory of social roles, gender differences are followed by contrasting social roles, occupied by men and women. Thus, while men are portrayed as being more rational, pragmatic, “breadwinners”, women are seen as emotional beings, developing their identity by the means of roles that involve the idea of giving something. Throughout this research, we aim at outlining the women and men’s roles in some of the Romanian TV commercials, considering different stereotypes. Thus, this article represents only a piece of a complex research, being based on the analysis of certain TV commercials. In order to reach to justified conclusions, we intend to emphasize different traits that are shaped by the advertisements’ protagonists. These traits are fundamental in pointing out the masculine-feminine relation, which is certainly influenced, for real or in appearance, by some internalized conceptions and ways of living. Taking into consideration the material being analyzed, we can discuss about the following women’s roles: the attractive woman, seen as a sexual object, the housewife, and, rarely, the determined woman, being able to take control over a certain situation. |
| Key words: | gender stereotypes, social roles, women’s roles |
| Language: | English |
| Links: |  pdf |
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