Privire asupra cercetărilor stereotipurilor de gen în publicitatea românească

Abstract

The paper represents an analysis of gender studies regarding mass-media, mainly advertising. The study observes issues related to the way in which gender equality was identified in advertising, both in publications with individual authors and in collective specialised works, or in peer-reviewed scientific articles. We have subsequently observed and presented three essential directions in Romanian studies on gender stereotypes / inequality in advertising. Thus, we discussed the linguistic and semantic direction (terms such as stereotype, male-female distinction, patriarchy), then the typological direction (classifications of stereotypes, their characteristic and frequency) and last but not least the direction of consumer perception in advertising. In conclusion, the paper shows the research trends in the field of gender stereotypes regarding advertising, highlighting the opinion of recognized specialists on the influence such representations have on individuals and in society.