Sexismo en la publicidad televisiva: análisis comparativo entre 2018-2022

Vinyet Baños Carmona, J. F Fondevila Gascón, Oscar Gutiérrez Aragón, López LópezDavid

Producció científica: Article en revista no indexadaArticle

Resum

Sexism in television advertising is an object of study analyzed especially in recent years because of its impact on society. Various activities have been carried out to change stereotyped roles and sexist indicators in advertising, taking into account its influence on the behavior of society. Sexism is ubiquitous in advertising and in society as a whole, as it promotes related lifestyles and encompasses roles that society normalizes, including women, despite legislative and many organizations' efforts against sexism in the media. of communication. Methodologically, following quantitative techniques, separate ads are analyzed in three time slots to see if sexism still exists in advertising, comparing results of 2018 and 2022. The results reflect a decrease in the number of indicators of stereotyped and sexist roles in advertisements, although signs of sexism are still detected in some advertisements. It is concluded that sexism in television advertising is gradually disappearing, which represents a positive advance
Idioma originalAnglès
Pàgines205-221
Volum26
Núm.115
Publicació especialitzadaRazon y Palabra
DOIs
Estat de la publicacióPublicada - 1 de gen. 2023
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