Ethical Aspects of Gender Stereotypes in Romanian Advertising (Aspects Éthiques Des Stéréotypes De Genre Dans Les Publicités Roumaines)

Frunza, Mihaela, Grad, Iulia and Frunza, Sandu, Ethical Aspects of Gender Stereotypes in Romanian Advertising, ESSACHESS-Journal for Communication Studies, Vol. 9, N° 1(17), 2016.

16 Pages Posted: 2 Sep 2016

See all articles by Mihaela Frunza

Mihaela Frunza

Babes-Bolyai University

Iulia Grad

Babes-Bolyai University

Frunza Sandu

Babes-Bolyai University

Date Written: July 23, 2016

Abstract

English 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.

French Abstract: Dans cet article, nous voulons montrer que les agences de publicité devraient inscrire leurs démarches de comunication dans la même logique que les sociétés commerciales qui fondent leurs actions de communication sur des pratiques éthiques afin d’augmenter la confiance des clients. Un domaine où cela peut être fait en toute sécurité et de manière constructive est le domaine des stéréotypes de genre dans la publicité. En supprimant les stéréotypes de genre et en promouvant des images non-stéréotypés, voire créatives, des relations entre les sexes, les publicités construiront ainsi la promotion des marques dans une vision basée sur des valeurs telles l’esprit ouvert, créatif, moderne, inspirant la confiance à leurs clients.

Keywords: postmodern ethics, advertisements, business ethics, responsibility, gender stereotypes

Suggested Citation

Frunza, Mihaela and Grad, Iulia and Sandu, Frunza, Ethical Aspects of Gender Stereotypes in Romanian Advertising (Aspects Éthiques Des Stéréotypes De Genre Dans Les Publicités Roumaines) (July 23, 2016). Frunza, Mihaela, Grad, Iulia and Frunza, Sandu, Ethical Aspects of Gender Stereotypes in Romanian Advertising, ESSACHESS-Journal for Communication Studies, Vol. 9, N° 1(17), 2016., Available at SSRN: https://ssrn.com/abstract=2833726

Mihaela Frunza (Contact Author)

Babes-Bolyai University ( email )

no. 1, Kogalniceanu street
Cluj-Napoca
Cluj-Napoca, Cluj 400084
Romania

Iulia Grad

Babes-Bolyai University ( email )

58-60 Teodor Maniu street, Cluj-Napoca
67 Iuliu Maniu street, Sighetu Marmatiei
RO-3400 Cluj-Napoca, Cluj 435500
Romania

Frunza Sandu

Babes-Bolyai University ( email )

58-60 Teodor Maniu street, Cluj-Napoca
67 Iuliu Maniu street, Sighetu Marmatiei
RO-3400 Cluj-Napoca, Cluj 435500
Romania

Do you want regular updates from SSRN on Twitter?

Paper statistics

Downloads
66
Abstract Views
471
rank
451,943
PlumX Metrics