Gender portrayals in food commercials: a content analysis of Spanish television advertisements


Autoria(s): Espinar-Ruiz, Eva; González-Díaz, Cristina
Contribuinte(s)

Universidad de Alicante. Departamento de Sociología II

Universidad de Alicante. Departamento de Comunicación y Psicología Social

Observatorio Europeo de Tendencias Sociales (OBETS)

Grupo de Estudios sobre Comunicación Estratégica (E-COM)

Relaciones Públicas y Comunicación Empresarial

Data(s)

07/01/2013

07/01/2013

2012

Resumo

Content analysis of media messages from a gender perspective has a long tradition. In the particular field of advertising, most of the researches have been focused on generic samples of advertisements or on the advertising traditionally associated to a masculine or a feminine audience. However, few authors have analyzed gender contents in food advertising, in spite of the close relationship between gender structures and the social processes of food purchase and preparation. Thus, gender representations in food advertising broadcast in Spanish television are analyzed in this article. The main results obtained show clear gender differences. For example, there is a clear predominance of masculine voices over and a more balanced situation regarding protagonists. Besides, feminine protagonists are more frequently located indoors, portrayed as attractive women and connected to advertising claims related to beauty or to the healthy qualities of the product.

Identificador

ESPINAR-RUIZ, Eva; GONZÁLEZ-DÍAZ, Cristina. “Gender portrayals in food commercials: a content analysis of Spanish television advertisements”. Observatorio (OBS*). Vol. 6, No. 4 (2012). ISSN 1646-5954, pp. 109-126

1646-5954

http://hdl.handle.net/10045/25776

A6602046

Idioma(s)

eng

Publicador

OberCom - Observatorio da Comunicação

Relação

http://obs.obercom.pt/index.php/obs/article/view/586

Direitos

Copyright © 2012 (Eva Espinar-Ruiz, Cristina González-Díaz). Licensed under the Creative Commons Attribution Noncommercial No Derivatives (by-nc-nd)

info:eu-repo/semantics/openAccess

Palavras-Chave #Gender #Advertising #Food #Television #Content analysis #Sociología #Comunicación Audiovisual y Publicidad
Tipo

info:eu-repo/semantics/article