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Calidad Revistas Científicas Españolas
VOL.
18(1)/
2005
Author / Marcelo ROYO VELA Catedrático de la Universidad de Girona. Departamento de Economía. Área de Comercialización e Investigación de Mercados.
Author / Inés KÜSTER BOLUDA Universidad de Valencia
Author / Natalia VILA LÓPEZ Universidad de Valencia
More authors:  1 2 3
Article / Gender Role and Sexism in Spanish Magazine’s Advertisements: An Analysis of the Twentieth Century’s Last Three Decades

Abstract /

In this paper, a content analysis of the Spanish magazines advertising during the twentieth century’s last three decades is developed. Its objective is the study of the latent and manifest content evolution of this advertising related to the male and female stereotypes. In this sense, firstly a state of the art of longitudinal magazines advertising studies is presented. In a second part a content analysis empirical study of the Spanish magazines advertising evolution is presented. Years 1975, 1985, 1995 and 1999 are selected and men, women and general weekly and monthly magazines are analysed. Lastly main results and conclusions are showed, pointing out the important changes that have taken place in the Spanish magazines advertising.

Keywords /

Sexism, Advertising, Magazines, Role stereotypes

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