La inmigración en el discurso mediáticola incorporación de la población inmigrante a la publicidad española

Résumé

The phenomenon of immigration that has been experienced in Spain in recent decades has led to a series of changes in Spanish society, the study of which can be carried out from different spheres. One of them relates to the impact of the incorporation of people from other countries in advertising. The aim of this research is to find out how the foreign population has been integrated into Spanish advertising and thus reflect the reality of a multicultural society. The study is based on the idea that, despite the fact that the immigrant population is increasingly present in advertising messages, the normalisation of this group in Spanish advertising has not yet been achieved. Proof of this is that most of the advertisements analysed in which foreign residents appear belong to awareness campaigns, whereas it is not so common to find advertising pieces in which immigrants are shown promoting products or services under the same conditions as the native population. To this end, a study was carried out of a sample of advertisements published in various media, allowing a radiography to be taken of advertising in recent years. This analysis is made on a theoretical corpus elaborated from previous academic studies, which allows to give continuity to these investigations and to broaden the knowledge on this question.