Sexism in advertising: structures, discourses and recommendations
Keywords:
woman, creativity, advertising, sexism.
Abstract
In our research we wanted to examine, firstly, the possible relationship between the persistence of sexist advertising messages in stereotypes and the productive structures of the advertising industry. Second, we set out to detect potential bias of gender in the choice of the person responsible for the presentation of the creative proposal. Finally, our work provides recommendations for setting up advertising with gender sensitivity.Format
Crossmark
Published
2014-01-15
How to Cite
Hernández Ruiz, A., & Martín Llaguno, M. (2014). Sexism in advertising: structures, discourses and recommendations. Historia Y Comunicación Social, 18, 147-156. https://doi.org/10.5209/rev_HICS.2013.v18.43955
Section
Articles
License
In order to support the global exchange of knowledge, the journal Historia y Comunicación Social is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
