Abstract:

Given the role of the university as an essential transmitter of values (Organic Law 4/2007, of April 12, on universities), responding to the challenge of achieving a tolerant and egalitarian society is a duty that teachers, as a cornerstone of university education (Organic Law 6/2001, of December 21, on universities), should assume in their teaching and research practice. Advertising discourse basically expresses the concepts and ideas about male and female identity that are considered socially valid and are proposed as role models. Thus, incorporating a gender perspective into the education of future advertising professionals during their university studies (one of the stages of vocational anticipatory socialisation) represents a means to achieve gender sensitivity.Thus, the aim of the "ethics, gender and professional acculturation in advertising studies" network is to foster advertising students' awareness of gender inequality in the field of advertising. This report presents the results of a study conducted with advertising students at the universities participating in the network during the first year of the project, with the aim of developing critical awareness about the link between the treatment of men and women in advertising discourse and gender inequality in the productive structures of advertising companies.

Keywords:

Advertising, gender, undergraduate students, teaching.