Las imágenes de las mujeres en la publicidad: estereotipos y sesgos

• Autores: Julia Victoria Espín López, María Angeles Marín Gracia, Mercedes Rodríguez Lajo
• Localización: Redes.com : revista de estudios para el desarrollo social de la Comunicación, ISSN 1696-2079, Nº. 3, 2006, págs. 77-90
• Idioma: español
• Enlaces
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• Dialnet Métricas: 16 Citas
• Resumen

  • This article presents part of a research based in the analysis of stereotypes and sexist bias that is displayed in newspapers and television publicity. The aim is to analyse the different models of woman presented in the advertisements found in those media. In order to develop this study it has been necessary to elaborate and validate the instruments used in the analysis of those stereotypes and sexist bias.

    Given the extension of the article, we concentrate basically in two aspects: the results of other studies that have dealt with the same topic, which justifies the importance and interest of our study, and the results of our own study.2 The study begins with the theoretical foundations, where a summary of different studies done in this field is presented, together with their most relevant conclusions. Then the article offers a summary of the results obtained when performing the quantitative and qualitative analysis of the 1067 advertisements of the sample. Finally, in the conclusions, the article presents the various models of woman that are displayed in publicity and a classification of the types of advertisement according to the stereotypes or bias that they represent.