Gender portrayals in food commercials: a content analysis of Spanish television advertisements
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 |
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Data(s) |
07/01/2013
07/01/2013
2012
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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 |