Marcelo Royo-Vela e-mail(Login required) , Inés Küster-Boluda e-mail(Login required) , Natalia Vila-López e-mail(Login required)

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Marcelo Royo-Vela e-mail(Login required)
Inés Küster-Boluda e-mail(Login required)
Natalia Vila-López e-mail(Login required)

Abstract

159
In this paper, a content analysis of the Spanish magazines advertising during the twentieth century’s last three decades is developed. Its objective is the study of the latent and manifest content evolution of this advertising related to the male and female stereotypes. In this sense, firstly a state of the art of longitudinal magazines advertising studies is presented. In a second part a content analysis empirical study of the Spanish magazines advertising evolution is presented. Years 1975, 1985, 1995 and 1999 are selected and men, women and general weekly and monthly magazines are analysed. Lastly main results and conclusions are showed, pointing out the important changes that have taken place in the Spanish magazines advertising.

Keywords

Sexism, Advertising, Magazines, Role stereotypes

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