How Are Women Represented in Advertising? Evaluating consumers' attitude in Brazil




This article aims to analyze how interviewees express their evaluations about the representations of women in advertising pieces that were the object of denunciations to the Brazilian Advertising Self-regulation Council (CONAR). We conducted three focus groups with a total of 22 participants and around 180 minutes of recorded material. For the analysis of the participants’ speech, we used the Appraisal System (MARTIN; WHITE, 2005). Results indicate a strong presence of disrespect, irony, offenses, insults and constraints in the advertising pieces analyzed. This study contributes to the reflections on advertising practices, as it shows that pieces of advertisement presenting women in scenarios of inferiority and disrespect tend to be disliked by consumers.


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Biografia do Autor

Solon Bevilacqua, Universidade Federal de Goiás (UFG)

Permanent Professor of the Graduate Programs in Human Rights and Production Engineering at UFG; coordinator of the Master’s Degree in Public Administration Profiap UFG; Bachelor’s Degree from UFRGS and Master’s Degree from UFU in Business; Doctorate in Psychology from PUC.

Cíntia Rodrigues de Oliveira, Universidade Federal de Uberlândia (UFU)

PhD in Business from FGV/EAESP. Associate Professor at Universidade Federal de Uberlândia (UFU). Professor of the Graduate Program in Business Administration at the School of Business and Management at UFU.

Veronica Freitas de Paula, UFU





Como Citar

Bevilacqua, S., Rodrigues de Oliveira, C., & Freitas de Paula, V. (2022). How Are Women Represented in Advertising? Evaluating consumers’ attitude in Brazil. Comunicação Mídia E Consumo, 19(55).