Características de la figura humana en los spots de bebidas emitidos en España en 2006

Claudia Rausell Köster; Cristina González Díaz; María Jesús Ortiz Díaz–Guerra

doi:10.4185/RLCS-63-2008-762-220-237

Authors

Claudia Rausell Köster University of Alicante
Cristina González Díaz University of Alicante https://orcid.org/0000-0001-6981-0499
María Jesús Ortiz Díaz–Guerra University of Alicante

DOI:

https://doi.org/10.4185/RLCS-63-2008-762-220-237

Keywords:

analysis content, human figure, character, protagonist, presenter, voice, over, target, social class, sex, age, familial role, labour role, commercial role, consumer, employer, seller, parents, son, daughter, bussinessmen high, medium employed

Abstract

Hentges, Beth A., and Bartsch, Robert A., and Meier, Jo A., 2007: “Gender Representation in commercial as a Function of Targe Audience Age”, Communication Research Reports Vol 24, No. 1, pp. 55-62. Delgado, J.M. and Gutierrez, Juan, 1999: Qualitative research methods and techniques in social sciences. Madrid: Synthesis. Espinar Ruiz, Eva, 2006: “Images and gender stereotypes in children's programming and advertising. Quantitative analysis". Revista Latina de Comunicación Social 61, La Laguna (Tenerife), January-December, consulted at http://www.ull.es/publicaciones/latina/200614EspinarRuiz.htm. Gaitán Moya, J.A. and Piñuel Raigada, J.L. 1998: Research techniques in social communication. Processing and data logging. Madrid: Synthesis. Gilly, M.C., 1988: "Sex roles in advertising." Journal of Marketing, April pp. 75-85. Ganahl, Dennis, and Prinsen, Thomas J., and Baker Netzley, Sara, 2003: “A Content Analysis of Prime Time Commercials: A Contextual Framework of Gender Representation” Sex Roles 9-10, Vol 49, Springer Netherlands, November, pp . 545-551 Hargreaves, Duane and Tiggemann, Marika, 2002: "The Effect of Television Commercials on Mood and Body Dissatisfaction: The Roles of Appearance-Schema Activation" Journal of Social and Clinical Psychology 21. pp 287-308. León, J.L., 1989: The effects of advertising. Barcelona: Ariel Communication. Rey, J., 1994: The feigned man, Madrid: Fundamentals. Royo-Vela, Marcelo, and Aldas-Manzano, Joaquin, and Küster, Inés, and Vila, Natalia, 2008: “Adaptation of Marketing Activities to Cultural and Social Context: Gender Role Portrayals ans Sexism in Spanish Commercials” Sex Roles 58, Nº 5-6, March, pp. 379-390. * This study has been carried out thanks to the help received from the Department of Education of the Generalitat Valenciana, which has financed the Research project GV06 / 090 entitled: "Social values in advertising spots issued in 2006" .

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Author Biographies

Claudia Rausell Köster, University of Alicante

Rausell Köster, Claudia, 2007: “Micro-story-narration, proto-story-narration and narration in the commercials”. Zer Nº 23, Vol. 12. Bilbao: University of the Basque Country. November. pp. 119-140.

Rausell Köster, Claudia, 2006: "Narration and description: the nature and function of the shot and phrase in audiovisual discourse". Zer. Journal of Communication Studies No. 20. Vol. 11. Bilbao: University of the Basque Country. May. pp. 11-24.

Rausell Köster, Claudia, 2005: "About the interactive discourse". Anàlisi nº 32. Barcelona: Autonomous University of Barcelona. pp. 147-161.

Rausell Köster, Claudia, 2005: "Towards a definition of the interactive audiovisual story". Telos. Notebooks on communication, technology and society, nº 62, Madrid: Fundación Telefónica. January-March pp. 81-87.

Rausell Köster, Claudia, 2004: "Advertising on the Web: towards sponsorship and the audiovisual narrative banner". Advertising Questions. International magazine of communication and publicity, nº 1. Seville: University of Seville. pp. 103-128.

Published article:

Características de la figura humana en los spots de bebidas emitidos en España en 2006

Cristina González Díaz, University of Alicante

Graduated in Advertising and Public Relations from the University of Alicante (2004), after receiving a collaboration grant in the Department of Sociology II, Psychology, Communication and Didactics of the MEC in the last year of her Bachelor's degree, she began her doctoral studies in this same university, combining said activity with the position of account executive in the Advertising Department of the newspaper 20 MINUTOS.

In 2005 she won a temporary position as a research technician in the R&D project financed by the Ministry called "Quality of audiovisual content –programmatic and advertising– aimed at children." Directed by Professor Victoria Tur Viñes. (GRE03-14) (SEJ2004-01830 / CPOL). S

She currently collaborates in the project "Social values in advertising spots issued in 2006", directed by professor Claudia Rausell Koster (GV06 / 090). This research work has allowed him to participate in publications and as a speaker at numerous conferences both nationally and internationally. Her main line of research is audiovisual advertising aimed at children in the food sector.

Published articles:

Características de la figura humana en los spots de bebidas emitidos en España en 2006

María Jesús Ortiz Díaz–Guerra, University of Alicante

Graduated in Hispanic Philology from the University of Alicante in 1995. She follows the Doctorate courses in Audiovisual Communication at the University of Valencia and does the thesis on visual metaphors. Parallel to her academic activity, she works as a director at the Image Workshop of the University of Alicante from 1992 to 2006 where she directs, writes and edits documentaries, among which the Vent de Mar series, produced for Canal 9 RTVV, Cota Cero, produced by the VOX chain (Germany) and the Ibeoro-American Television Association ATEI, La España Sumergida, co-produced by RTVE, La Andalucía Submarina, produced by Canal Sur, and Antarctica, life to the limit broadcast by RTVE. He receives several awards for his work, including the Scientific Dissemination Award at the XXIII International Biennial of Scientific Film in Ronda, the Special Jury Award at the 24th San Sebastián International Underwater Film Series, or the Silver Caravel for Best Film at the International Naval and Sea Film Week. She is currently a collaborating professor at the University of Alicante in the area of Audiovisual Communication.

References

Hentges, B. A., Bartsch, R. A. y Meier, J. A. (2007): “Gender Representation in commercial as a Function of Targe Audience Age”, Communication Research Reports, 24(1), pp. 55-62. DOI: https://doi.org/10.1080/08824090601128174

Delgado, J. M. y Gutierrez, J. (1999): Métodos y técnicas cualitativas de investigación en ciencias sociales. Madrid: Síntesis.

Espinar Ruiz, E. (2006): “Imágenes y estereotipos de género en la programación y en la publicidad infantil. Análisis cuantitativo”. Revista Latina de Comunicación Social 61, La Laguna (Tenerife), enero-diciembre, consultada en: https://www.revistalatinacs.org/200614espinarruiz.htm DOI: https://doi.org/10.4185/RLCS-200614

Gaitán Moya, J. A. y Piñuel Raigada, J. L. (1998): Técnicas de investigación en comunicación social. Elaboración y registro de datos. Madrid: Síntesis.

Gilly, M. C. (1988): “Sex roles in advertising”. Journal of Marketing, Abril pp. 75-85. DOI: https://doi.org/10.1177/002224298805200206

Ganahl, D., Prinsen, T. J. y Baker Netzley, S. (2003): “A Content Analysis of Prime Time Commercials: A Contextual Framework of Gender Representation” Sex Roles 9-10, 49, Springer Netherlands, noviembre, pp. 545-551 DOI: https://doi.org/10.1023/A:1025893025658

Hargreaves, D. y Tiggemann, M. (2002): “The Effect of Television Commercials on Mood and Body Dissatisfaction: The Roles Of Appearance-Schema Activation” Journal of Social and Clinical Psychology 21. pp 287-308. DOI: https://doi.org/10.1521/jscp.21.3.287.22532

León, J. L. (1989): Los efectos de la publicidad. Barcelona: Ariel Comunicación.

Rey, J. (1994): El hombre fingido, Madrid: Fundamentos.

Royo-Vela, M., Aldas-Manzano, J., Küster, I. y Vila, N. (2008): “Adaptation of Marketing Activities to Cultural and Social Context: Gender Role Portrayals ans Sexism in Spanish Commercials” Sex Roles 58, Nº 5-6, pp. 379-390. DOI: https://doi.org/10.1007/s11199-007-9341-y