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Ethical aspects of gender stereotypes in Romanian advertising

Aspects éthiques des stéréotypes de genre dans les publicités roumaines
[journal article]

Frunza, Mihaela; Grad, Iulia; Frunza, Sandu

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Abstract In this paper we aim at arguing that the advertising agencies – as significant organizations in the field of public communication – should follow the example of business corporations that are voluntarily using ethical practices to increase the trust of customers. One area where this can be done safely and constructively is the area of gender stereotypes in advertisement. By removing gender stereotypes and promoting non-stereotypical, creative images of gender relations, ads can simultaneously promote their brands as open-minded, creative and modern and inspire building the trust of their customers.
Keywords Romania; advertising industry; advertising; customer ties; stereotype; gender role; business ethics; postmodernism; ethics
Classification Advertising, Public Relations
Document language English
Publication Year 2016
Page/Pages p. 143-157
Journal ESSACHESS - Journal for Communication Studies, 9 (2016) 1
ISSN 1775-352X
Status Published Version; peer reviewed
Licence Creative Commons - Attribution-NonCommercial