TV and strategies to promote consumption among young girls

 Inmaculada Gordillo-Álvarez, Sevilla (Spain)

 María-del-Mar Ramírez-Alvarado, Sevilla (Spain)

https://doi.org/10.3916/c31-2008-03-066

Keywords

Television, consumption strategies, stereotypes, TV series for girls

Abstract

This article seeks to deepen, on the one hand, into the development of new marketing strategies using TV as platform and aimed at promoting consumption among young girls. We will first look into the case of such companies as Disney, which have re-released public leading characters of all-time stories for the infant female public with great commercial success, now united as a generic sisterhood of «princesses». On the other hand, we will also study other characters that television and other AV outlets have made known and the elements offered in this kind of products geared towards reinforcing consumption by means of promoting sexual and cultural stereotypes.

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Cites in Web of Science

Aguado Pelaez, Delicia; Martinez Garcia, Patricia. HAS DISNEY BECOME FEMINIST? A NEW MODEL OF EMPOWERED PRINCESSES AREA ABIERTA, 2015.

https://doi.org/10.5209/rev_ARAB.2015.v15.n2.46544m

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