La mujer en la publicidad televisiva durante la pandemia COVID-19 en España y Portugal

Translated title of the contribution: Women in TV advertising during the pandemic COVID-19 in Spain and Portugal

Antonio Raúl Fernández Rincón, Pedro Antonio Hellín Ortuño, Ivone Ferreira

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)
15 Downloads (Pure)

Abstract

Este artículo estudia el papel de las mujeres en los anuncios te-levisivos durante los dos primeros años de pandemia por COVID-19 en España y Portugal. A través de un diseño metodológico mixto y de inspiración semióti-ca elaboramos una ficha de análisis que incorpora variables relacionadas con cuestiones de género, estereotipos femeninos y representatividad de la mujer en publicidad. Analizamos una muestra de anuncios televisivos emitidos en televi-sión y en horario de prime time de ambos países. Se pudo constatar qué si bien las mujeres han emergido con cierto protagonismo, se las retrata frecuentemente como cuidadoras, madres y amas de casa. En este sentido, reflexionamos sobre el papel de la publicidad como vehículo determinante para mitigar las diferencias y, en consecuencia, para una posible deconstrucción de los estereotipos de género.

This article studies the role of women in television advertisements during the first two years of the COVID-19 pandemic in Spain and Portugal. Through a mixed methodological design and semiotically inspired, we elaborated an analysis sheet that incorporates variables related to gender issues, female stereotypes and representativeness of women in advertising. We analyze a sample of television advertisements broadcast on television and during prime time in both countries. It was found that although women have emerged with a certain prominence, they are frequently portrayed as caregivers, mothers and housewives. In this sense, we reflect on the role of advertising as a determining vehicle to mitigate differences and, consequently, for a possible deconstruction of gender stereotypes.
Translated title of the contributionWomen in TV advertising during the pandemic COVID-19 in Spain and Portugal
Original languageSpanish
Pages (from-to)410-428
Number of pages19
JournalComunicacao Midia e Consumo
Volume19
Issue number56
DOIs
Publication statusPublished - 22 Dec 2022

Keywords

  • Advertising
  • COVID-19
  • Gender Stereotypes
  • Portugal
  • Spain
  • TV
  • Woman

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