Elderly and advertising: Gender representations in television
Keywords:
advertising, elderly population, television, portrait, gender.
Abstract
This study examines the representation of elderly in Spanish television advertising from gender perspective. This inquiry employed a content analysis of 2065 advertisements on prime time television by a week of 2008 from five major spanish channels (TVE 1, La 2, Tele 5, Antena 3 and Cuatro). The results revealed that older females were underrepresented in comparison to demographic reality. Also, female and males characters were showed with attributions of the gender stereotype. Many of these findings are in accordance with previous studies from other parts of the world. Among the implications of the findings, the authors emphasize the study of a type of communication to transmit more egalitarian models under consideration of their potential impact on the goal of advertising.Downloads
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Published
2012-12-08
How to Cite
Ramos Soler I. y Papí Gálvez N. (2012). Elderly and advertising: Gender representations in television. Estudios sobre el Mensaje Periodístico, 18, 753-762. https://doi.org/10.5209/rev_ESMP.2012.v18.40954
Section
Articles
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