Beer television advertising – a world of men. Gender stereotypes
Beer television advertising – a world of men. Gender stereotypes

Summary/Abstract: In the contemporary society, the products are considered marks of the life style of a person. The way the advertising messages are created reflects this idea. In order to portray a certain life style or a socio-style, a character is used; that character will embody the features of the target public the product is designed for. The constraints of the limited time and space within a media channel do not allow the construction of real human beings, with a history, with feelings and attitudes. Characters are only stereotypical constructions, sums of the common features on the consumers, identified by advertisers. And if the consumers live in a society with a patriarchal vision of the role of the women, it is only natural that we encounter gender stereotypes in the construction of the characters. The process is obvious in television commercials and especially on the spots promoting products for men.

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