Turning on the television in Spain in the middle of the morning with the sole objective of seeing the commercials that are being broadcast at that moment forces you to jump from channel to channel until you find one that is currently on its advertising break. The last few seconds of an advertisement for a gray-hair retouching product aimed at a female audience flit across the screen before giving way to a series of advertisements. What was left of the advertising break was still noteworthy. There were 14 ads left, featuring a lot of women and many “feminine” products (perhaps because of the inertia that morning television was housewives’ territory?), Although it could be said that they were in rather ‘usual’ positions.The women in this advertising break were only interested in cosmetic or health products, and almost all of them appeared either in aseptic settings or at home. Only one woman sneaked into a professional setting. She was the protagonist of an advertisement for laxatives, a science teacher who was positioned in front of a university classroom.
However, the ad that broke Malta Phone Number List with the tradition the most was one for Cola-Cao, in which a father appears in the background washing the dishes at breakfast while a girl in the foreground wonders, while having breakfast, why her drink has lumps.Choosing a mid-morning advertising break on any television channel is certainly not very scientific, but what it says about the market and how women are still represented in advertisements is not that far from what the studies more serious and more scientific point.In fact, women are the most recurrent protagonists of advertisements, as was the case in this advertising break, but they almost always do so in specific positions.
As the Kantar Media AdReaction Getting Gender Right study has just pointed out and as collected in an analysis by the Open University of Catalonia, women appear in 75% of advertisements but, despite this recurring presence, only in 6 % of the cases these women occupy positions of power in the story they tell.When women and men appear in the image, the probability that the man will have a more prominent position in the ad than the woman is 38% higher. It is therefore more possible that he is the expert of the story and she is the background figure or the one that serves to encourage the male character to appear as an expert.The perennial stereotypical adThe reasons for all this are closely linked to tradition, gender stereotypes and the inertia imposed by what happens in society. ”
This corresponds to a real and patriarchal vision of society in which women have a minimal representation in the spheres of power and, naturally, advertising reflects that reality and ignores that women can represent that value or authority”, Ana Vernal-Triviño, professor of Information and Communication Sciences Studies at the UOC, explains in the analysis of the university.As Sílvia Sivera, professor of Information and Communication Sciences Studies at the same university adds, “advertising makes portraits of the society it is targeting because in this way audiences feel identified and called to buy or buy. consume the products or services that supposedly correspond to their lifestyles, motivations and needs “, remembering that not only are there few women as managers in advertisements, there are also few in real life.