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SEXISM AND GENDER ROLE PORTRAYALS IN SPANISH TV COMMERCIALS

Inés Küster, Joaquín Aldás, Marcelo Royo and Natalia Vila
Additional contact information
Inés Küster: Universitat de València
Marcelo Royo: Universitat de València
Natalia Vila: Universitat de València

Working Papers. Serie EC from Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie)

Abstract: This study examines the portrayal of men and women in a sample of Spanish television commercials, attempting to extend past investigations developed in other countries (i.e. USA, United Kingdom and Canada). Traditionally, television commercials have served to reinforce conventional sex role stereotypes. Together with sex role stereotypes, there have been studies of other variables related to the sexist content of commercials. Thus, the present paper focuses on concepts such as gender role, the degree of sexism and the way the central figures inter-relate socially. The objective is to determine whether there is a link among each of these three variables with, firstly, the gender of the central figure of the commercial and secondly, with the type of product advertised. Este estudio analiza la imagen de hombres y mujeres en una muestra española de anuncios de televisión, extendiendo así investigaciones realizadas en otros países como EE.UU. y Canadá. Tradicionalmente, los anuncios de televisión han servido para reforzar los roles tradicionales. Junto con estos estereotipos se analizan el rol de género, nivel de sexismo y el modo en que se interrelacionan las figuras principales de los anuncios. El objetivo es determinar si existe relación entre estas variables y el género del personal principal del anuncio y el tipo de producto anunciado.

Keywords: Sexismo; publicidad; estereotipos de rol. Sexism; advertising; role stereotypes. (search for similar items in EconPapers)
Pages: 23 pages
Date: 2001-04
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