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Sexism and Gender Role Portrayals in Spanish Tv Commercials
| Content Provider | Semantic Scholar |
|---|---|
| Author | Vela, Marcelo Royo Manzano, Joaquín Aldás Boluda, Inés Küster López, Natalia Vila |
| Copyright Year | 2001 |
| 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 espanola de anuncios de television, extendiendo asi investigaciones realizadas en otros paises como EE.UU. y Canada. Tradicionalmente, los anuncios de television han servido para reforzar los roles tradicionales. Junto con estos estereotipos se analizan el rol de genero, nivel de sexismo y el modo en que se interrelacionan las figuras principales de los anuncios. El objetivo es determinar si existe relacion entre estas variables y el genero del personal principal del anuncio y el tipo de producto anunciado. |
| Starting Page | 1 |
| Ending Page | 1 |
| Page Count | 1 |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.ivie.es/downloads/docs/wpasec/wpasec-2001-10.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
