Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)

Descripción del Articulo

This article presents research describing gender roles offered to boys and girls from Christmas toy advertising through broadcast television in Lima. These messages provide content that lead to the adoption of stereotypical gender roles from an early age, which are perpetuated throughout life. This...

Descripción completa

Detalles Bibliográficos
Autor: Mendoza Cuéllar, Héctor
Formato: artículo
Fecha de Publicación:2013
Institución:Universidad de San Martín de Porres
Repositorio:Correspondencias & Análisis
Lenguaje:español
OAI Identifier:oai:ojs.pkp.sfu.ca:article/237
Enlace del recurso:http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/237
Nivel de acceso:acceso abierto
Materia:Christmas Toys
Advertising 2011-2012
Male and Female Roles in Advertising
Education and Gender in Advertising
Sexism
Feminism
Stereotypes
Publicidad
Juguetes
Navidad 2011-2012
Roles hombre y mujer en publicidad
Educación y género en publicidad
Machismo
Feminismo
Estereotipos
id REVCOA_3be986cddd1f59331fdd1048db711301
oai_identifier_str oai:ojs.pkp.sfu.ca:article/237
network_acronym_str REVCOA
network_name_str Correspondencias & Análisis
repository_id_str
spelling Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)Dime con qué juegas y te diré quién serás. Análisis de campañas navideñas de juguetes para niños y niñas en televisión de señal abierta en Lima (2011-2012)Mendoza Cuéllar, HéctorChristmas ToysAdvertising 2011-2012Male and Female Roles in AdvertisingEducation and Gender in AdvertisingSexismFeminismStereotypesPublicidadJuguetesNavidad 2011-2012Roles hombre y mujer en publicidadEducación y género en publicidadMachismoFeminismoEstereotiposThis article presents research describing gender roles offered to boys and girls from Christmas toy advertising through broadcast television in Lima. These messages provide content that lead to the adoption of stereotypical gender roles from an early age, which are perpetuated throughout life. This article has been worked on a multidisciplinary approach and from a quantitative and qualitative perspective. Analysis was performed first toy market in Lima, the number of spots broadcast during the Christmas season, and then select the most emission spots and analyze how gender representations proposed. The different and complementary looks seek to understand this reality and how widespread evidence to bring these campaigns to propose new ways to build more equitable sexuality advertising.El presente artículo de investigación plantea describir los roles de género propuestos a niños y niñas desde la publicidad de juguetes en Navidad a través de la televisión de señal abierta en Lima. Estos mensajes establecen contenidos que llevan a la adopción de roles de género estereotipados desde edades muy tempranas, los cuales son perennizados a lo largo de la vida. Este artículo se ha trabajado bajo un enfoque multidisciplinario y desde una perspectiva cuantitativa y cualitativa. Se realizó el análisis del mercado de juguetes en Lima, el número de spots difundidos durante la campaña navideña, para luego seleccionar los spots con mayor emisión y analizar qué representaciones de género proponían. Las distintas y complementarias miradas buscan comprender esta realidad, así como evidenciar la forma generalizada de llevar estas campañas para proponer nuevos caminos en la construcción de una sexualidad más equitativa desde la publicidad.Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación2013-11-25info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttp://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/23710.24265/cian.2013.n3.06Correspondences & analysis; No. 3 (2013): Correspondences & analysis N°3 2013 (january - december); 133-161Correspondencias & análisis; Núm. 3 (2013): Correspondencias & análisis N°3 2013 (enero - diciembre); 133-1612304-22652224-235Xreponame:Correspondencias & Análisisinstname:Universidad de San Martín de Porresinstacron:USMPspahttp://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/237/215http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/237/363Derechos de autor 2013 Héctor Mendoza Cuéllarhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessoai:ojs.pkp.sfu.ca:article/2372025-01-17T19:05:21Z
dc.title.none.fl_str_mv Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)
Dime con qué juegas y te diré quién serás. Análisis de campañas navideñas de juguetes para niños y niñas en televisión de señal abierta en Lima (2011-2012)
title Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)
spellingShingle Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)
Mendoza Cuéllar, Héctor
Christmas Toys
Advertising 2011-2012
Male and Female Roles in Advertising
Education and Gender in Advertising
Sexism
Feminism
Stereotypes
Publicidad
Juguetes
Navidad 2011-2012
Roles hombre y mujer en publicidad
Educación y género en publicidad
Machismo
Feminismo
Estereotipos
title_short Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)
title_full Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)
title_fullStr Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)
title_full_unstemmed Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)
title_sort Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)
dc.creator.none.fl_str_mv Mendoza Cuéllar, Héctor
author Mendoza Cuéllar, Héctor
author_facet Mendoza Cuéllar, Héctor
author_role author
dc.subject.none.fl_str_mv Christmas Toys
Advertising 2011-2012
Male and Female Roles in Advertising
Education and Gender in Advertising
Sexism
Feminism
Stereotypes
Publicidad
Juguetes
Navidad 2011-2012
Roles hombre y mujer en publicidad
Educación y género en publicidad
Machismo
Feminismo
Estereotipos
topic Christmas Toys
Advertising 2011-2012
Male and Female Roles in Advertising
Education and Gender in Advertising
Sexism
Feminism
Stereotypes
Publicidad
Juguetes
Navidad 2011-2012
Roles hombre y mujer en publicidad
Educación y género en publicidad
Machismo
Feminismo
Estereotipos
description This article presents research describing gender roles offered to boys and girls from Christmas toy advertising through broadcast television in Lima. These messages provide content that lead to the adoption of stereotypical gender roles from an early age, which are perpetuated throughout life. This article has been worked on a multidisciplinary approach and from a quantitative and qualitative perspective. Analysis was performed first toy market in Lima, the number of spots broadcast during the Christmas season, and then select the most emission spots and analyze how gender representations proposed. The different and complementary looks seek to understand this reality and how widespread evidence to bring these campaigns to propose new ways to build more equitable sexuality advertising.
publishDate 2013
dc.date.none.fl_str_mv 2013-11-25
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/237
10.24265/cian.2013.n3.06
url http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/237
identifier_str_mv 10.24265/cian.2013.n3.06
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/237/215
http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/237/363
dc.rights.none.fl_str_mv Derechos de autor 2013 Héctor Mendoza Cuéllar
http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Derechos de autor 2013 Héctor Mendoza Cuéllar
http://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/html
dc.publisher.none.fl_str_mv Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación
publisher.none.fl_str_mv Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación
dc.source.none.fl_str_mv Correspondences & analysis; No. 3 (2013): Correspondences & analysis N°3 2013 (january - december); 133-161
Correspondencias & análisis; Núm. 3 (2013): Correspondencias & análisis N°3 2013 (enero - diciembre); 133-161
2304-2265
2224-235X
reponame:Correspondencias & Análisis
instname:Universidad de San Martín de Porres
instacron:USMP
instname_str Universidad de San Martín de Porres
instacron_str USMP
institution USMP
reponame_str Correspondencias & Análisis
collection Correspondencias & Análisis
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1846804112237133824
score 12.605999
Tell me with what you play and I’ll tell you who you will be. Analysis of Christmas Advertising Campaigns of children’s toys in broadcast television in Lima (2011-2012)
Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).

Ejemplares Similares