La publicidad en el punto de venta: influencia en la imagen corporal infantil

Gloria Jiménez-Marín; Irene García Medina; Elena   Bellido-Pérez

doi:10.4185/RLCS-2017-1202

Authors

Gloria Jiménez-Marín University of Sevilla http://orcid.org/0000-0003-0252-3975
Irene García Medina Glasgow Caledonian University http://orcid.org/0000-0003-4424-3357
Elena Bellido-Pérez University of Sevilla http://orcid.org/0000-0002-3107-5481

DOI:

https://doi.org/10.4185/RLCS-2017-1202

Keywords:

advertising, merchandising, kids, childrens’ fashion, body image, health

Abstract

In this article we study the representation of children’s body at the point of sale of children’s fashion shops, with the aim of analyzing the body image projected in these establishments aimed at children as consumers and their parents as buyers. Methodology: Through observation as a method, a series of variables (thinness, height, etc.) applied to the components of the point of sale have been analyzed. This analysis was carried out on a sample of 50 establishments belonging to 18 brands of children's fashion. Results and conclusions: The results obtained explained the realities analyzed in previous research, such as the disaffection of children by their body or related eating disorders, since most establishments tend to generate images of unreal adult children.

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Author Biographies

Gloria Jiménez-Marín, University of Sevilla

Gloria Jiménez-Marín has a Ph.D. from the University of Seville and graduate in Advertising and Public Relations and in Journalism by the same university. Currently, she is a lecturer at the Audio-visual Communication and Advertising Department of the University of Seville.

Previously, she was a lecturer at the Business Management and Marketing Department of the University of Huelva, the Marketing and Communication Department of the University of Cadiz, the Business Organization and Marketing of the University School of Osuna (bpart of the University of Seville), and the Universitat Oberta de Catalunya.

At an academic level, Jiménez-Marín has published several texts related to the design of commercial spaces, merchandising, retail and commercial distribution, as well as she has taken part in a series of collective books on advertising. Besides, Jiménez-Marín has published papers in advertising journals as Global Media Journal, Comunicar, Questiones Publicitarias, Trípodos, Comunicación, Ámbitos o Zer. From a professional perspective, she has worked in several media –radio and press-, in advertising agencies and in communication departments of various organisations before she began in teaching and researching Universities.

H index: 5

Irene García Medina, Glasgow Caledonian University

Irene García Medina is a lecturer in Marketing at the Glasgow Caledonian University (Glasgow, United Kingdom). She is bachelor of Communication Sciences (Complutense University of Madrid, Spain) and Ph.D. in Marketing (University of Sophia - Antipolis, France) and International Relations (University of Vienna, Austria). As a teacher, García Medina has previously taught Marketing and International Business Management at graduate level and master's degree in the Faculty of Business and Economics at the University of Madeira (Portugal), at the University of Vic (Spain) and at the University Pompeu Fabra (Spain). As a professional, she has worked, among others, as Marketing Director of the French company VTDIM, as Consultant for the Portuguese Chamber of Commerce, as Head of Communication and Promotion of CORDIS (European Commission, DGXIII, Luxembourg). She has given lectures, seminars and workshops in the field of marketing and advertising in several countries and has published numerous articles and books. Her main areas of interest in research are mobile marketing, digital marketing, digital communication, social media and e-branding.

H index: 4

Elena Bellido-Pérez, University of Sevilla

Elena Bellido-Pérez is Researcher Scholar at the Audio-visual Communication and Advertising Department of the University of Seville. In the same university, she studied a Master Degree in Communication and Culture and she previously graduated in Advertising and Public Relation, a degree that made her obtain the ‘Extraordinary End of Studies Prize’ of the University of Seville. Currently, she is a Ph.D. student within the Inter-University PhD Program of the University of Cádiz, Huelva, Málaga and Seville, where she is carrying out her thesis on art and propaganda. Elena Bellido-Pérez is completing her PhD while teaching and doing other researching activities.

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