La utilización de la voz femenina como autoridad en la publicidad radiofónica española

Abstract

There is little theoretical research in Radio concerning the use of gender representation in advertising communication. However, when creating messages, radio advertising usually abuses - as other media does – of both women and men stereotypes. Those stereotypes are being magnified due to the communicative connotations of deep or acute voices and, moreover, masculine and feminine voices. The present paper analyzes the presence and utilization of women voices in radio advertisements related to authority. This analysis aims to understand to what extend the use of authority is gender and voice related even in the so-called creative advertising.