Femvertising and COVID-19—What Did Brand Owners Broadcast during the Lockdown?

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Title: Femvertising and COVID-19—What Did Brand Owners Broadcast during the Lockdown?
Authors: Jambrino-Maldonado, Carmen | Iglesias-Sánchez, Patricia P. | de las Heras-Pedrosa, Carlos | Olivares-Delgado, Fernando | Benlloch Osuna, María Teresa
Research Group/s: Grupo de Investigación de la Marca Corporativa (UA.BRANDSCIENCE)
Center, Department or Service: Universidad de Alicante. Departamento de Comunicación y Psicología Social
Keywords: Gender approach | Advertising | Femvertising | Women’s representation | YouTube | Gender roles | Digital media
Issue Date: 6-Apr-2023
Publisher: MDPI
Citation: Jambrino-Maldonado C, Iglesias-Sánchez PP, de las Heras-Pedrosa C, Olivares-Delgado F, Benlloch-Osuna MT. Femvertising and COVID-19—What Did Brand Owners Broadcast during the Lockdown? Systems. 2023; 11(4):186. https://doi.org/10.3390/systems11040186
Abstract: The aim of this study was to analyze, from a gender perspective, advertising broadcasts during a time of crisis. A holistic perspective of the stereotypes, roles, professions, and gender relations represented is offered by utilizing a content analysis of all the advertisements and their corresponding images during broadcast. Methods: a content analysis of 20 variables was conducted; of these, 7 variables were obtained from under the gender perspective of 1.350 images, corresponding to 71 audiovisual spots on YouTube that were broadcasted during the lockdown. Results: this analysis showed the special sensitivity of advertisers when balancing male and female presences, and in projecting an equitable and co-responsible vision between both genders, with special emphasis on gender professions, teleworking, and childcare. Corporate advertising predominates over commercial advertising, which may explain why the discourse and images blur inequalities and imbalances with respect to official statistics. Conclusions: advertisers seem to have noticed the strategic role of introducing gender perspectives into advertising, thus assuming a more social function that better connects them with today’s society while also supporting the advances and challenges of equal opportunities.
Sponsor: The research was funded by Junta de Andalucía PY20_00407 and Funding for Open Access Charge: Universidad de Málaga/CBUA.
URI: http://hdl.handle.net/10045/133766
ISSN: 2079-8954
DOI: 10.3390/systems11040186
Language: eng
Type: info:eu-repo/semantics/article
Rights: © 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Peer Review: si
Publisher version: https://doi.org/10.3390/systems11040186
Appears in Collections:INV - UA.BRANDSCIENCE - Artículos de Revistas

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