Abstract

NAVARRO-BELTRA, Marián  and  MARTIN LLAGUNO, Marta. Análisis bibliométrico de la investigación sobre mujer y publicidad: diferencias em medios impresos y audiovisuales. Comunicar [online]. 2013, vol.21, n.41, pp.105-114. ISSN 1988-3293.

The media in general, and advertising in particular, are considered as important agents of socialization, including gender-related issues. Thus the legislator has focused on the regulation of the images of women and men in advertisements. However, regulations prohibiting sexist advertising in Spain pay specific attention to audiovisual media. The objective of this study is to check whether this unequal interest also takes place in academic research. This paper analyzes the differences in the scientific literature (national and international) on the sexism in advertising depending on the media. Specifically we examine the methodology, techniques and ways to measure concepts. In order to do this, we conducted a systematic review of studies on gender and advertising published in Spanish or English between 1988 and 2010 in seven databases -Spanish (Dialnet, Compludoc, ISOC), or international (Scopus, Sociological Abstracts, PubMed and Eric)-.The main results of the 175 texts analyzed show that, unlike legislative controls, the academy has studied mainly sexism in advertising in print media, although interest by analysis of the treatment of gender in the discourse of advertising audiovisual seems to be increasing.

Keywords : Legislation; Public Policy; Advertising; Sexism; Audiovisual; Television; Magazines; Press.

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