La mujer y el hombre en la publicidad televisiva: imágenes y estereotipos

Abstract

This article analyses the presence and stereotypes of women and men in advertisements broadcast on television in the course of one week on the four state channels that make open broadcasts in Spain. To this end, a quantitative and qualitative content analysis was made. This employed variables that have been widely tested in a great number of international studies based on the pioneering categorisation of gender stereotypes in television advertising of McArthur and Resko (1975). The results of the Spanish study show that the most traditional stereotypes of women and men are maintained, as well as a division of advertising roles that reflects a situation of the subordination of women in advertising.