MALE ROLE STEREOTYPES IN ROMANIAN TELEVISION ADVERTISEMENTS

Iasmina Iosim, Alexandra Vuici, Gabriela Popescu

Abstract


The purpose of this paper is to explore male role stereotypes in Romanian television advertisements. The authors examined the changes in male role stereotyping in audio-video advertising in the past decades. To explore male role stereotypes, a comparison with female role stereotypes was used focusing on both similarities and dissemblances. Specifically, the circuit of culture model framed data analysis. The authors conducted a qualitative research of television commercials aired in March 2018 by Romanian television channels. Research results point to a reversal of the male – female role stereotyping: female roles have considerably turned into male roles and vice-versa, which could be explained by the changes in men and women social roles. Research limitations consist in the fact that the qualitatiev analysis was made only on TV commercials and only during two weeks of airing. This study fills a gap in reseach on stereotyping in advertising given that female role stereotypes have been analysed by tens of authors while male role stereotypes have been rather neglected until recently.


Keywords


Male role; female role; stereotype; Romanian television; advertising

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