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Calidad Revistas Científicas Españolas
VOL.
16(2)/
2003
Author / José J. SÁNCHEZ ARANDA
Article / Framing the Woman”s Image in Advertising

Abstract /

In order to clarify the relationship between advertising and its use of the image of woman, the Framing Theory appears to be a good instrument to gain a more in depth approach to the many topics included within these two concepts. After an attentive analysis of the controversial issues and interpretations about the bad treatment of the feminine image, the advertising appears as a special type of message in which the main purpose is commercial. It’s necessary to search for a different way for representing the human being and specially the woman in advertising.

Keywords /

Advertising, Framing Theory, Gender Studies

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