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Title: Publicidad y estereotipos de género en el siglo XXI. El caso de la marca AXE
Author: Martín Brito, Damián
Tutor: Comesaña Comesaña, Patricia
Keywords: advertising
gender stereotypes
gender studies
Issue Date: 10-Jun-2020
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: This case study analyses the characteristics of the gender stereotypes that the Axe brand uses in its advertising in order to verify if a positive evolution has taken place since it is traditionally a brand that has been distinguished by its sexist content. For this purpose, a historical-descriptive analysis is made using a mixed qualitative-quantitative combination from 20 spots broadcast in Spain from 2000 to 2019. To this end, an analysis sheet was drawn up, taking as a reference the contributions of other authors and some of our own, with which we can extract the information from the spots and analyse their content. From the observation of the same one it is concluded that the brand has changed its strategy in the last years improving the equality of gender between men and women.
Language: Spanish
Appears in Collections:Trabajos finales de estudios de género
Trabajos finales de carrera, trabajos de investigación, etc.

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