文章基本信息

标题：La representación de la mujer en publicidad: (des)igualdad cuantitativa y cualitativa en la creatividad española
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作者：Alejandra Hernández Ruiz ; Marta Martín Llaguno ; Marina Beléndez Vázquez 等
期刊名称：Estudios sobre el Mensaje Periodístico
印刷版ISSN：1988-2696
出版年度：2012
卷号：18
页码：521-530
DOI：10.5209/rev_ESMP.2012.v18.40931
语种：Spanish
出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：In Spain, prior empirical evidence confirms the lack of equal and non-discriminatory representation of women in advertising discourse. Moreover, studies on the situation of women in advertising firms prove the underrepresentation of females in creative departments. In this paper, we have applied a novel method to analyse the possible existence of a relationship between the persistence of gender stereotypes in advertising and the production structures of advertising companies (with particular emphasis on the gender composition of creative departments). Using a quantitative content analysis technique, we studied spots included in the Anuncios creative magazine yearbooks during the period (2008-2011) as units of analysis.
其他摘要：In Spain, prior empirical evidence confirms the lack of equal and non-discriminatory representation of women in advertising discourse. Moreover, studies on the situation of women in advertising firms prove the underrepresentation of females in creative departments. In this paper, we have applied a novel method to analyse the possible existence of a relationship between the persistence of gender stereotypes in advertising and the production structures of advertising companies (with particular emphasis on the gender composition of creative departments). Using a quantitative content analysis technique, we studied spots included in the Anuncios creative magazine yearbooks during the period (2008-2011) as units of analysis.
关键词：mujer;publicidad;género;creatividad;igualdad.
其他关键词：women;advertising;gender;creativity;equality.