A systematic review of gender and advertising studies

  1. Navarro Beltrá, Marián
  2. Martín Llaguno, Marta
Revista:
Catalan journal of communication & cultural studies

ISSN: 1757-1898

Año de publicación: 2012

Volumen: 4

Número: 2

Páginas: 171-183

Tipo: Artículo

DOI: 10.1386/CJCS.4.2.171_1 DIALNET GOOGLE SCHOLAR

Otras publicaciones en: Catalan journal of communication & cultural studies

Objetivos de desarrollo sostenible

Resumen

Feminist studies have repeatedly analysed advertising, which is considered a socialization agent capable of maintaining traditional gender attitudes. In recent decades, the amount of scientific research related to gender and advertising has increased. In this context, using a quantitative method we examine concepts, characteristics, productivity and specific procedures used for measuring sexism in the field of advertising. For this purpose, we carried out a systematic review of 215 articles published in English and Spanish between 1988 and 2010 and included in seven national and international databases. Our results show that, despite an increase in the amount of research, the different elements of the advertising communication process have not been studied to the same degree and also that a variety of techniques have been used to measure sexism. Moreover, information about the instruments and measurements used in these studies is incomplete.

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Fuente de los datos: Dialnet