关键词

广告,性别,儿童,表现,价值观,模式化观念,玩具,电视

摘要

本文分析了三个不同时期电视广告中儿童的性别表现。为达到研究目的,我们仔细考察了7个变量:玩具类型,性别,价值,解说,周期,刻画的动作和角色间的互动。这些变量是从先前的工作研究中获取,先前工作研究了根据性别使用玩具和选择玩具时的偏好,这些调查研究了广告里描绘儿童和玩具的方式。样本包括595个在TVE1,TVE2,Telecinco,Antena 3,Cuatro,La Sexta,波音和迪斯尼这些电视频道播出的玩具广告。这一时期的研究是从2009年10月到2010年1月,从2010年10月到2011年1月,从2009年11月到2012年1月。选这些时间段是因为大多数玩具广告都在圣诞假期播出。最为重要的结论是:男性角色的比例比女性角色的比例高,关于车辆和动作的广告和男性角色相关联,和车辆相关联的价值观是:竞争、个人主义、能力、体能增强、创造性、权力和力量,而和洋娃娃和配饰相关联的价值观是美丽和母性。

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Martínez-Pastor, E., Nicolás-Ojeda, M., & Salas-Martínez, . (2013). Gender representation in advertising of toys in the Christmas period (2009-12). [La representación de género en las campañas de publicidad de juguetes en Navidades (2009-12)]. Comunicar, 41, 187-194. https://doi.org/10.3916/C41-2013-18

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