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Adaptation of Marketing Activities to Cultural and Social Context: Gender Role Portrayals and Sexism in Spanish Commercials

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Abstract

This study was designed to examine the portrayal of men and women in a sample of 370 Spanish television commercials. The general objective was to compare and contrast the plurality and similarities between men and women as regards both gender role portrayals and sexism levels and also product stereotyping as the association of certain kinds of products with gender. In addition, we examined the type of social relationship held by the main actor/actress in the commercial. Applying content analysis methodology, the results highlight a feminine culture and a social reality moving steadily toward gender equality and complementariness between genders, albeit still within the framework of the traditional family model, which characterizes women as homemakers and mothers.

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Authors and Affiliations

  1. Departamento de Comercialización e Investigación de Mercados, Universitat de València, Facultat d’Economia, Avda de los Naranjos s/n, 46022, Valencia, Spain

    Marcelo Royo-Vela, Inés Küster & Natalia Vila

  2. Universitat de València-IVIE, Valencia, Spain

    Joaquin Aldas-Manzano

Authors
  1. Marcelo Royo-Vela
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  2. Joaquin Aldas-Manzano
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  3. Inés Küster
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  4. Natalia Vila
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Correspondence to Marcelo Royo-Vela.

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Impact of Cultural and Social Reality on Marketing Activities: Gender Role Portrayals and Sexism in Spanish Commercials.

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Royo-Vela, M., Aldas-Manzano, J., Küster, I. et al. Adaptation of Marketing Activities to Cultural and Social Context: Gender Role Portrayals and Sexism in Spanish Commercials. Sex Roles 58, 379–390 (2008). https://doi.org/10.1007/s11199-007-9341-y

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