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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 14, January-June 2012


Teresa Piñeiro-Otero Universidade da Coruña
Title They make, others say, they are: female roles on Spanish radio advertising Summary Relevant role assumed by advertising as socializer agent has worried about advertising feminine representation use. Worries focused on television and press advertising, but forgotten on radio advertising. The present work aims to know those more frequent feminine depictions in radio advertising, using content analysis as research methodology This analysis has allowed us to conclude the utilization, in the sonorous advertising, of traditional roles as mother, housewife or worker in auxiliary positions. Keywords Advertising, radio, women, feminine representations, gender roles


doi: https://doi.org/10.31921/doxacom.n14a5


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