Women in advertising production. Study of the Galician advertising sector from a gender perspective

• Main Author: Aurora García-González
• Format: Article
• Language: English
• Published: Universidad de La Laguna 2011-01-01
• Series: Revista Latina de Comunicación Social
• Subjects: Women; work; stereotypes; advertising sector; production; gender segregation.
• Online Access: http://www.revistalatinacs.org/11/art/943_Galicia/22_AuroraEN.html

In recent years, the advertising sector has been strongly criticised due to its sexist representation of gender. The messages in advertisements are the result of a careful manufacturing process, which reflects the values and attitudes of the professionals involved in their creation. The main research hypothesis of this article is that the persistence of sexist stereotypes in advertising is related to the absence of women in the creative departments of advertising agencies. In this sense, the objective of this work is to examine the situation of women within the Galician advertising sector, and particularly women’s participation in ads production. This study, which has been carried out from the production perspective, also compares the situation of women in the Galician advertising agencies with the general situation of women in the national advertising sector.