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- Title
Los roles de género en la publicidad de los productos de limpieza: el caso de los anuncios de Don Limpio.
- Authors
Tardivo, Giuliano; Díaz Cano, Eduardo; Suárez-Vergne, Álvaro
- Abstract
This paper aims to research the persistence of gender stereotypes in contemporary Spanish advertisements promoting Mr. Clean cleaning products. To analyze the selected advertisements, according to the method of opportunistic sampling, we have used the technique of qualitative content analysis and compared 10 Mr. Clean ads with 10 ads of other brands. The results show the persistence of gender stereotypes in most Mr. Clean ads. In most of the selected ads, women are the ones performing the cleaning tasks, while men are associated more with strength and expert work.
- Subjects
GENDER; GENDER stereotypes; ADVERTISING; CLEANING compounds; SAMPLING (Process); STEREOTYPES; CONTENT analysis; SAMPLING methods; BRAND name products
- Publication
Zer: Journal of Communication Studies / Revista de Estudios de Comunicacion / Komunikazio Ikasketen Aldizkaria, 2022, Vol 27, Issue 52, p135
- ISSN
1137-1102
- Publication type
Article
- DOI
10.1387/zer.23126