Female Stereotypes in Print Ads: A Longitudinal Analysis from an Institutional Viewpoint

This study draws from institutional theory, gender stereotypes, and content analysis of 509 ads spanning over more than 50 years to understand the evolution of female stereotypes used in print advertising within the context of the emerging Brazilian market. It explores how institutional control systems originating from societal developments may have influenced the presence of gendered print ads. Our analysis is divided into four Brazilian historical periods where female stereotypes in society and institutions have changed: military dictatorship (1964-79), the lost decade (1980-93), economic stability (1994-2012), and political crisis (from 2013 onward). Our historical analysis provides insight on how societal developments (e.g., women participation in the labor force, in regulation agencies, in senior positions at companies and advertising agencies, and in more organized movements against female discrimination) foster the emergence of more complex systems that directly impact the use of female stereotypes in print ads.