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

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Title: Gender portrayals in food commercials: a content analysis of Spanish television advertisements
Authors: Espinar-Ruiz, Eva | González-Díaz, Cristina
Research Group/s: Observatorio Europeo de Tendencias Sociales (OBETS) | Grupo de Estudios sobre Comunicación Estratégica (E-COM) | Relaciones Públicas y Comunicación Empresarial
Center, Department or Service: Universidad de Alicante. Departamento de Sociología II | Universidad de Alicante. Departamento de Comunicación y Psicología Social
Keywords: Gender | Advertising | Food | Television | Content analysis
Knowledge Area: Sociología | Comunicación Audiovisual y Publicidad
Issue Date: 2012
Publisher: OberCom - Observatorio da Comunicação
Citation: 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
Abstract: 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.
ISSN: 1646-5954
Language: eng
Type: info:eu-repo/semantics/article
Rights: Copyright © 2012 (Eva Espinar-Ruiz, Cristina González-Díaz). Licensed under the Creative Commons Attribution Noncommercial No Derivatives (by-nc-nd)
Peer Review: si
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Appears in Collections:INV - E-COM - Artículos de Revistas
INV - RRPP - Artículos de Revistas
INV - OBETS - Artículos de Revistas
INV - CRITERI - Artículos de Revistas

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