| Resumo: | The study aims at identifying if advertising in Portugal shows any kind of gender discrimination. Using Bem’s perspective (1974) we also studied the way in which male and female stereotypes are conveyed in order to understand the roles men and women undertake in advertising. As an initial hypothesis we look at the dominant ideology in advertising, in order to understand if this is still a male dominated society, or if another logic prevails. The study results from a research to advertising in Portuguese national media, open signal televisions, radio, written press, Internet and outdoors.
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