Advertising grammars about violence: the absence of empowerment after the black eye and the calm smile

• Main Author: Diana Fernández Romero
• Format: Article
• Language: Spanish
• Published: Universidad de Alicante 2008-06-01
• Series: Feminismo/s
• Subjects: violencia de género; violencia simbólica; victimización; empoderamiento; asistencia; publicidad institucional; políticas públicas
• Online Access: https://feminismos.ua.es/article/view/2008-n11-gramaticas-de-la-publicidad-sobre-violencia-la-ausencia-del-empoderamiento-tras-el-ojo-morado-y-la-sonrisa-serena

Looking at the analysis of advertising campaigns against domestic violence which have been impelled by the institutions in the whole country since 1998 until nowadays, the article wants to stress, above all, three aspects. On the one hand, that in spite of the changes that have been introduced in the advertising claims and images, the grammars remain practically intact, in such a way that the speech continues insisting on devoting help to women, who, to be helped, must report to the police; and, they are leaving their empowerment aside. On the other hand, that this representation of violence, above all physical, and of women as victims is generating, paradoxically, symbolic violence against them. To conclude, the article supports the theory that, in doing so, a barrier is being lifted between we no ill-treated and they of black eyes or calm smiles, strange, gloomy and vulnerable whom we have to protect.