Revistes Catalanes amb Accés Obert (RACO)

Valores y estereotipos femeninos creados en la publicidad gráfica de las marcas de moda de lujo en España

Paloma Díaz Soloaga


The present article offer first research conclusions supported by Observatorio Publicidad y Sociedad del Centro Universitario Villanueva (Universidad Complutense de Madrid). The main topic of the survey was the Stereotype and values created by graphic luxury brands in Spain. There are few academicals studies about this subject because for the lower state that fashion advertising takes for academicals as a cultural manifestation founded on mass media. The women magazines net circulation and printed average are maintaining their position in spite of the difficult situation of printed media, and luxury bands continue supporting it for its real efficacy in their commercial objectives. However, more than only a market function, advertising has a social and educative labor as other media content do. A content analysis of 290 graphic ads which belong by 97 luxury brands was made. The survey shows five different women stereotypes founded in advertising images.

Text complet: PDF (Castellano)

Anàlisi és una publicació electrònica editada per la Universitat Autònoma de Barcelona
ISSN 2340-5236

Creative Commons
Els textos publicats en aquesta revista estan subjectes –llevat que s'indiqui el contrari– a una llicència de Reconeixement 3.0 Espanya de Creative Commons. Podeu copiar-los, distribuir-los, comunicar-los públicament i fer-ne obres derivades sempre que reconegueu els crèdits de les obres (autoria, nom de la revista, institució editora) de la manera especificada pels autors o per la revista. La llicència completa es pot consultar a