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- Title
La representación de las mujeres en los spots publicitarios españoles (2006-2021). ¿Podemos hablar de femvertising?
- Authors
Lluch Rubio, Núria; Martorell Castellano, Cristina; Serra Folch, Carolina
- Abstract
Traditionally, the representation of women in advertising has been based on social stereotypes. This paper aims to analyze how women have been represented in Spanish TV commercials in the last fifteen years, through a content analysis of the winning commercials in Los Anuncios del Año contest. The results show that, although the role and context in which women are represented have changed considerably, the presence of non-normative bodies, skin colors, genders and sexualities is still anecdotal.
- Subjects
TELEVISION advertising; WOMEN in advertising; DIGITAL technology; HUMAN skin color; FEMINISM; TELEVISION commercials; ADVERTISING; CONTENT analysis; INDUSTRIAL publicity; WOMEN'S sexual behavior
- Publication
Zer: Journal of Communication Studies / Revista de Estudios de Comunicacion / Komunikazio Ikasketen Aldizkaria, 2023, Vol 28, Issue 55, p63
- ISSN
1137-1102
- Publication type
Article
- DOI
10.1387/zer.24775