El consumo femenino de la imagen de la mujer en la publicidad. El sexismo en las campañas publicitarias rechazadas por la audiencia

Abstract

This article presents the results of research into the perceptions and attitudes of women with regard to gender representations in advertising discourse. This study is part of a research project begun in 2005 on the subject of the consumption of the image of women in advertising and the media carried out by the Catalan Institute of Women (ICD) of the Catalan regional government, the Generalitat. From a qualitative perspective, results are obtained about the significance that women assign to gender representations. The recipients’ evaluation and conceptualization of advertising and sexism demonstrate that a number of stereotypes that continue to exist in the media are distant from social reality.