Femvertising and COVID-19-What Did Brand Owners Broadcast during the Lockdown?
Ver/ Abrir
Impacto
Scholar |
Otros documentos de la autoría: Jambrino Maldonado, Carmen; Iglesias Sánchez, Patricia; de las Heras-Pedrosa, Carlos; Olivares-Delgado, Fernando; Benlloch Osuna, María Teresa
Metadatos
Mostrar el registro completo del ítemcomunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8013
comunitat-uji-handle3:10234/8014
comunitat-uji-handle4:
INVESTIGACIONMetadatos
Título
Femvertising and COVID-19-What Did Brand Owners Broadcast during the Lockdown?Autoría
Fecha de publicación
2023Editor
MDPIISSN
2079-8954Cita bibliográfica
JAMBRINO-MALDONADO, Carmen, et al. Femvertising and COVID-19—What Did Brand Owners Broadcast during the Lockdown?. Systems, 2023, vol. 11, núm. 4, p. 186Tipo de documento
info:eu-repo/semantics/articleVersión de la editorial
https://www.mdpi.com/2079-8954/11/4/186Versión
info:eu-repo/semantics/publishedVersionPalabras clave / Materias
Resumen
The aim of this study was to analyze, from a gender perspective, advertising broadcasts during a time of crisis. A holistic perspective of the stereotypes, roles, professions, and gender relations represented is offered ... [+]
The aim of this study was to analyze, from a gender perspective, advertising broadcasts during a time of crisis. A holistic perspective of the stereotypes, roles, professions, and gender relations represented is offered by utilizing a content analysis of all the advertisements and their corresponding images during broadcast. Methods: a content analysis of 20 variables was conducted; of these, 7 variables were obtained from under the gender perspective of 1.350 images, corresponding to 71 audiovisual spots on YouTube that were broadcasted during the lockdown. Results: this analysis showed the special sensitivity of advertisers when balancing male and female presences, and in projecting an equitable and co-responsible vision between both genders, with special emphasis on gender professions, teleworking, and childcare. Corporate advertising predominates over commercial advertising, which may explain why the discourse and images blur inequalities and imbalances with respect to official statistics. Conclusions: advertisers seem to have noticed the strategic role of introducing gender perspectives into advertising, thus assuming a more social function that better connects them with today’s society while also supporting the advances and challenges of equal opportunities. [-]
Publicado en
Systems, 2023, vol. 11, núm. 4, p. 186Entidad financiadora
Junta de Andalucía | Universidad de Málaga/CBUA
Código del proyecto o subvención
PY20_00407
Derechos de acceso
info:eu-repo/semantics/openAccess
Aparece en las colecciones
- COM_Articles [824]
Excepto si se señala otra cosa, la licencia del ítem se describe como: Copyright: © 2023 by the authors.
Licensee MDPI, Basel, Switzerland.
This article is an open access article
distributed under the terms and
conditions of the Creative Commons
Attribution (CC BY) license (https://
creativecommons.org/licenses/by/
4.0/)