El sexismo y los estereotipos en la publicidad y en el cine. Análisis comparativo

Eva Santana López; Josep Rom Rodríguez; Joan Francesc Fondevila Gascón; Pedro Mir Bernal

El sexismo y los estereotipos en la publicidad y en el cine. Análisis comparativo

Translated title of the contribution: Sexism and stereotyping in advertising and cinema. Comparative analysis

Eva Santana López
, Josep Rom Rodríguez
, Joan Francesc Fondevila Gascón
, Pedro Mir Bernal

Research output: Indexed journal article › Article › peer-review

1 Citation (Scopus)

Abstract

Stereotypes are a common element in advertising and cinema. That characterization, based on a classification of ten stereotypes, facilitates quantitative and qualitative analysis. Thus, we compared the use of taxonomy of stereotypes and sexism in advertising spots and in films, in order to determine which branch profiles are used more social representation. We conclude that gender stereotypes are most used in cinema advertising.

Translated title of the contribution	Sexism and stereotyping in advertising and cinema. Comparative analysis
Original language	Spanish
Pages (from-to)	657-670
Number of pages	14
Journal	Opcion
Volume	31
Publication status	Published - 2015

Cite this

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AU - Santana López, Eva

AU - Rom Rodríguez, Josep

AU - Fondevila Gascón, Joan Francesc

AU - Mir Bernal, Pedro

PY - 2015

Y1 - 2015

N2 - Stereotypes are a common element in advertising and cinema. That characterization, based on a classification of ten stereotypes, facilitates quantitative and qualitative analysis. Thus, we compared the use of taxonomy of stereotypes and sexism in advertising spots and in films, in order to determine which branch profiles are used more social representation. We conclude that gender stereotypes are most used in cinema advertising.

AB - Stereotypes are a common element in advertising and cinema. That characterization, based on a classification of ten stereotypes, facilitates quantitative and qualitative analysis. Thus, we compared the use of taxonomy of stereotypes and sexism in advertising spots and in films, in order to determine which branch profiles are used more social representation. We conclude that gender stereotypes are most used in cinema advertising.

KW - Advertising

KW - Film

KW - Sexism

KW - Spot

KW - Stereotyping

UR - https://www.scopus.com/pages/publications/84961859410

UR - http://hdl.handle.net/20.500.14342/484

M3 - Artículo

AN - SCOPUS:84961859410

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El sexismo y los estereotipos en la publicidad y en el cine. Análisis comparativo

Abstract

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