El sexismo en la creatividad publicitaria; Limitar el estereotipo, por derecho
- 1 Universidad de Valladolid, España
ISSN: 1012-1587
Argitalpen urtea: 2016
Zenbakia: 10
Orrialdeak: 188-208
Mota: Artikulua
Beste argitalpen batzuk: Opción: Revista de Ciencias Humanas y Sociales
Laburpena
We will discuss sexism in advertising, and stereotypes that define the differences between menand women. The obvious sexism in advertising creativity is a disadvantage for women and legal regulations do not restrict it. By using methodology of content analysis to advertising messages and studying secondary sources to review the laws that rule them, we conclude that regulation makes a big mistake to consider legal the equality of men and women in the message, since it is not the sender who sets the sexism, but the eyes of the receiver.