Women between advertising and reality

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The study explores the portrayal of women in audiovisual advertising during the 1990s and 2000s, focusing on 12 advertisements from brands like Ala, Sedal, and Lucchetti. It reveals that women's roles were predominantly defined by two stereotypes: the "Fem Fatal" and the "housewife and mother." In the 1990s, ads emphasized traditional roles with male voice-overs, while the 2000s shifted focus towards brand identity, showcasing women's strength despite retaining similar stereotypes. This highlights the evolving yet consistent representation of gender in advertising over two decades.