Die sexuelle Dimension der Frau in der rumänischen Werbung
The sexual dimension of the woman in Romanian advertising

Summary/Abstract: Advertising uses a multitude of stereotypes as a result of social representations. Gender stereotypes are also present in this industry, where women are mostly represented as domestic, emotional and especially sexual beings. The present paper aims to analyze the representation of the sexual dimension of women in the Romanian advertising industry and the public perception on the role models of women in the Romanian ads. The empirical research is based on qualitative and quantitative methods: focus group, expert interviews, content analyses and opinion survey.

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