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Content Analysis: Gender Stereotypes in Cosmetic Television Advertisements in French-speaking Belgium.

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Oliveira Genray, Morgana ULiège
Promotor(s) : Delcourt, Cécile ULiège
Date of defense : 23-Jun-2021/25-Jun-2021 • Permalink : http://hdl.handle.net/2268.2/11488
Details
Title : Content Analysis: Gender Stereotypes in Cosmetic Television Advertisements in French-speaking Belgium.
Translated title : [fr] Analyse de contenu: Stéréotypes de genre dans les publicités télévisées de cosmétiques en Belgique francophone
Author : Oliveira Genray, Morgana ULiège
Date of defense  : 23-Jun-2021/25-Jun-2021
Advisor(s) : Delcourt, Cécile ULiège
Committee's member(s) : Homburg, David ULiège
Gillet, Anne ULiège
Language : English
Number of pages : 70
Keywords : [en] gender
[en] stereotype
[en] cosmetic
[en] economically gendered product
[en] advertisement
[en] content analysis
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Student
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] In 2015, the population witnessed the creation of the 17 goals of the United Nations
sustainable development program, the goal of which is to improve by 2030 the daily lives
of all people in the world as well as to protect the planet. One of the 17 goals is gender
equality. In recent decades, progress has been made in this area. Considering this progress,
it is therefore surprising to observe that in the world of advertising, there are still several
stereotypical issues. Women in advertising are under-represented, and when it is not the
case, they are represented as someone dependent, unemployed, with an ideal body, usually
sexualized or even victimized, whereas men are portrayed in roles of authority or
dominance. Their bodies are also eroticized. Is it therefore possible to avoid exposure to
advertisements and therefore their consequences? According to some authors, “we cannot
escape it”, but it is possible at least to improve the thoughts and increase the awareness of
the existence of these gender stereotypes. This research thesis will focus on the presence or
absence of gender stereotypes in French-speaking television advertisements for cosmetic
products in Belgium and will only focus on economically gendered cosmetic products which
are products with a gender differentiation while meeting exactly the same needs.


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  • Oliveira Genray, Morgana ULiège Université de Liège > Master sc. gest., à fin.

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  • Total number of views 33
  • Total number of downloads 132










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