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

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.

Representaciones de género en la publicidad de alimentos: un análisis de contenido

El análisis de contenido del mensaje mediático desde una perspectiva de género cuenta ya con una abundante bibliografía. En el caso de la publicidad, gran parte de los estudios realizados se han centrado en muestras genéricas de contenidos publicitarios o en aquella publicidad tradicionalmente asociada a uno u otro género. Sin embargo, pocos autores han analizado los contenidos de género de la publicidad relativa a productos de alimentación, a pesar de la estrecha relación entre estructuras de género y los procesos sociales de compra y preparación de alimentos. En este ámbito se sitúa, precisamente, nuestra investigación. Los principales resultados obtenidos muestran claras diferencias de género en las piezas publicitarias: tanto en términos de presencia cuantitativa como en la asignación de determinadas características.

The combined effect of plastics and food waste accelerates the thermal decomposition of refuse-derived fuels and fuel blends

Mechanical treatments such as shredding or extrusion are applied to municipal solid wastes (MSW) to produce refuse-derived fuels (RDF). In this way, a waste fraction (mainly composed by food waste) is removed and the quality of the fuel is improved. In this research, simultaneous thermal analysis (STA) was used to investigate how different mechanical treatments applied to MSW influence the composition and combustion behaviour of fuel blends produced by combining MSW or RDF with wood in different ratios. Shredding and screening resulted in a more efficient mechanical treatment than extrusion to reduce the chlorine content in a fuel, which would improve its quality. This study revealed that when plastics and food waste are combined in the fuel matrix, the thermal decomposition of the fuels are accelerated. The combination of MSW or RDF and woody materials in a fuel blend has a positive impact on its decomposition.