Abstract:

One of the most pressing social problems of the twenty-first century society is the inequality between women and men. In this sense, according to López Lita and Bernad (2007), advertising is a core framework for the analysis of social gender representations given that it is a basic exponent of conceptions and ideas about male and female identity that are considered socially valid and proposed as models to imitate. In this way, advertising is an indicator of the conditions of equality or social imbalance between men and women in a society. Despite the profusion of studies on the portrayal of women in advertising discourse, to date, there is no previous empirical reference analyzing the current state and future trends in academic research on gender and advertising. In this work, a selection of 7 experts in gender and communication discuss their view on the state of research in this area at Spain and identify possible solutions for the eradication of sexist advertising.

Keywords:

Gender, communication, academy, Spain, advertising.