Les Audiències actives i la imatge de les dones a la publicitat

Abstract

This article presents the results of a study on womens perceptions and attitudes regarding gender representation in advertising discourse. The study was part of a research project begun in 2005 on the consumption of the womans image in publicity and the mass media. From a qualitative perspective, the results provided insight on the meaning women give to gender representations. Our evaluation and conceptualization of women as observers of publicity and sexism showed several stereotypes that are perpetuated in the media and that increasingly differ from social reality.