This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Nina–Pazarzi, E. Articles by Tsangaris, M. Search for Related Content Social Bookmarking                         What's this?

Constructing Women's Image in TV Commercials

The Greek Case

E. Nina–Pazarzi is Professor of Sociology, Department of Business Administration, Institutional and Academic Coordinator of the ‘Gender Equality Program’, University of Piraeus, 80 Karaoli & Dimitriou St, 185 34 Piraeus, Greece. E-mail: enina{at}unipi.gr, isotita{at}unipi.gr.

M. Tsangaris

M. Tsangaris is at the University of Piraeus, Greece.

This article is a social semiotic analysis of eight particular TV commercials broadcast in Greek television, and undertakes a historical investigation of advertising representations of basic stereotypic roles of women. Our main hypothesis is that the construction of specific representations reflected the existing power relations characterising patriarchal societies, which in turn influenced the attitudes of advertising networks. Actually, the analysis of women's roles as ‘housewife’ and as ‘sexual object’ did not reveal essential differences through time, while the representations of the ‘working woman’ presented partly conflicting behaviours. Gradually, contradictions in women's representations intensified as the more recent commercials rendered her in more and more roles.

Indian Journal of Gender Studies, Vol. 15, No. 1, 29-50 (2008)
DOI: 10.1177/097152150701500102


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?