Personas mayores y publicidad: Representaciones de género en television
2012; Complutense University of Madrid; Volume: 18; Linguagem: Inglês
10.5209/rev_esmp.2012.v18.40954
ISSN1988-2696
AutoresIrene Ramos Soler, Natalia Papí-Gálvez,
Tópico(s)Aging and Gerontology Research
ResumoThis study examines the representation of elderly in Spanish television advertising from gender perspective. This inquiry employed a content analysis of 2065 advertisements on prime time television by a week of 2008 from five major spanish channels (TVE 1, La 2, Tele 5, Antena 3 and Cuatro). The results revealed that older females were underrepresented in comparison to demographic reality. Also, female and males characters were showed with attributions of the gender stereotype. Many of these findings are in accordance with previous studies from other parts of the world. Among the implications of the findings, the authors emphasize the study of a type of communication to transmit more egalitarian models under consideration of their potential impact on the goal of advertising.
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