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Constructing Women's Image in TV Commercials

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  • E. Nina–Pazarzi

    (E. Nina–Pazarzi is Professor of Sociology, Department of Business Administration, Institutional and Academic Coordinator of the ‘Gender Equality Program’, University of Piraeus, 80 Karaoli & Dimitriou St, 185 34 Piraeus, Greece. E-mail: enina@unipi.gr, isotita@unipi.gr.)

  • M. Tsangaris

    (M. Tsangaris is at the University of Piraeus, Greece.)

Abstract

This article is a social semiotic analysis of eight particular TV commercials broadcast in Greek television, and undertakes a historical investigation of advertising representations of basic stereotypic roles of women. Our main hypothesis is that the construction of specific representations reflected the existing power relations characterising patriarchal societies, which in turn influenced the attitudes of advertising networks. Actually, the analysis of women's roles as ‘housewife’ and as ‘sexual object’ did not reveal essential differences through time, while the representations of the ‘working woman’ presented partly conflicting behaviours. Gradually, contradictions in women's representations intensified as the more recent commercials rendered her in more and more roles.

Suggested Citation

  • E. Nina–Pazarzi & M. Tsangaris, 2008. "Constructing Women's Image in TV Commercials," Indian Journal of Gender Studies, Centre for Women's Development Studies, vol. 15(1), pages 29-50, January.
    • Handle: RePEc:sae:indgen:v:15:y:2008:i:1:p:29-50
    DOI: 10.1177/097152150701500102
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    References listed on IDEAS

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    1. Jacob Mincer, 1962. "Labor Force Participation of Married Women: A Study of Labor Supply," NBER Chapters, in: Aspects of Labor Economics, pages 63-105, National Bureau of Economic Research, Inc.
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