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- Title
La mujer en la publicidad televisiva durante la pandemia COVID-19 en España y Portugal.
- Authors
Fernández Rincón, Antonio Raúl; Hellín Ortuño, Pedro Antonio; Ferreira, Ivone
- Abstract
This article studies the role of women in television advertisements during the first two years of the COVID-19 pandemic in Spain and Portugal. Through a mixed methodological design and semiotically inspired, we elaborated an analysis sheet that incorporates variables related to gender issues, female stereotypes and representativeness of women in advertising. We analyze a sample of television advertisements broadcast on television and during prime time in both countries. It was found that although women have emerged with a certain prominence, they are frequently portrayed as caregivers, mothers and housewives. In this sense, we reflect on the role of advertising as a determining vehicle to mitigate differences and, consequently, for a possible deconstruction of gender stereotypes.
- Subjects
SPAIN; PORTUGAL; TELEVISION advertising; PRIME time television programs; WOMEN on television; TELEVISION broadcasting; GENDER stereotypes; COVID-19 pandemic
- Publication
Comunicação, Mídia e Consumo, 2022, Vol 19, Issue 56, p412
- ISSN
1806-4981
- Publication type
Article
- DOI
10.18568/CMC.V18I53.2617