PODGORICA, 15.11.2018. – Every fifth TV ad has a message with a gender stereotype, and women more often appear as the main characters in the monitored ads at the Public Service TVCG, Prva TV, Pink M and TV Vijesti, shows the analysis done by the Agency for Electronic Media.
The analysis was conducted in the period from June 4 to 10, and 50 different advertising videos were observed. It was conducted on the basis of a methodology for content analysis done by the Audiovisual de Andalucia (Consejo Audiovisual de Andalucia CAA) .
According to the analysis data, it says that only 26% of ads advertise to woman as the target audience, while only men as the target audience address 14% of advertised content.
“In 58 percent of the video clips of the mixed group, composed of men and women, they represent the main characters. Women as single figures or groups of women have a share of 26 percent. Men represent the main characters in 16 percent of the spotted spots”, it is specified in the analysis.
Observing the main characters by categories of advertised products, the sole presence of women is recorded in ads related to household products (home appliances), while the sole presence of men is recorded in ads related to energy and entertainment.
It has been pointed out that in two-thirds (as much as 70 percent) of the ads observed, the main characters are people under the age of 40.
“A significantly higher number of stereotypes related to women than men’s stereotypes was noted (10: 2). Stereotypes related to women are primarily related to her social role (“housewife” and “super-woman”) and physical appearance (“object of lust” and “imperfection”). Stereotypes related to men are related to his social role (“family head” and “independence”)”, the document said.
It is reported that out of 50 analyzed TV adverts, nine, or 18 percent, had at least one stereotype.
“Looking at product categories, stereotypes are registered in ads related to the automotive industry, household products, energy, food and beverages, beauty and personal hygiene. Out of 50 analyzed ads, 12 stereotypes were recorded in nine (two stereotypes were recorded in three ads). Of the 12 stereotypes identified, 10 refer to women and two to men”, it is specified in the analysis.