| Title: | Contribuţia reclamei televizate la configurarea rolurilor sociale |
| Author: | Andreea Săndoi |
| Publication: | Philologica Jassyensia, X (1 supl.), p. 549-554 |
| p-ISSN: | 1841-5377 |
| e-ISSN: | 2247-8353 |
| Publisher: | Institutul de Filologie Română „A. Philippide” |
| Place: | Iaşi |
| Year: | 2014 |
| Abstract: | [The Contribution of TV Commercials to Defining Social Roles] The fulminating development of the urban life has led to the appearance of an “urban identity”, that should reflect the intellectual and spiritual values, the changes that have crossed the human society. The urban life has developed rapidly, reflecting different styles of existence, sometimes opposed to the archaic ones. But are these new conceptions really internalized? When addressing this question, we point out to the masculine-feminine relation, which is certainly influenced – for real or only in appearance – by different changes. 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 eleven TV commercials. We shall try to reflect the following women’s roles: the active woman, the housewife, the naïve and attractive one (considered as a sexual object), the unable driver and finally, the star. |
| Key words: | TV commercials, the masculine-feminine relation, gender differences, social roles, stereotypes |
| Language: | Romanian |
| Links: |  pdf  html |
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