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Comunicar Journal 29: Cinema teaching in the age of screens (Vol. 15 - 2007)

Content analysis about toy’s advertisment during Christmas campaign

Abstract

Nowadays, advertising is a tool with great influence on children’s tastes and preferences. This study tries to analyze the characteristics of advertisements of toys during the Christmas campaign, when there is a saturation of this type of advertisements. Our results show that the ambiguity of the law that regulates this type of publicity still allows strong male and female stereotypes, and a discourse that creates an unreal image of the product.