IM_thesis AitanaFernandez: Spectators' perception toward gender stereotyping in advertising. Case of Spain.

Escobar, Aitana Fernandez

4. term

Economics and Business Administration (International Marketing), Master

2017

103

Denne masterafhandling undersøger, hvordan tilskuere i Spanien opfatter kønsstereotyper i reklamer, med udgangspunkt i landets udvikling i ligestilling og de seneste tilbageslag under den økonomiske krise. Gennem en systematisk litteraturgennemgang og et teoretisk rammeværk, der kombinerer almindelige reklamestereotyper med Reception Theory, analyseres, hvordan publikum fortolker kønsrepræsentationer. Den empiriske del anvender en mixed-method-undersøgelse med fire udvalgte reklamer (bl.a. AXE, Mr Proper, Knorr Soap og Natan). Kvantitative analyser (SPSS/EViews) vurderer oplevet sexisme, stereotypegenkendelse, reliabilitet, korrelationer og gruppedifferencer (fx køn og alder), mens kvalitative svar uddyber seernes fortolkninger. Afhandlingen diskuterer fund i relation til eksisterende forskning, redegør for metodiske begrænsninger og peger på fremtidige forskningsspor. Da uddraget omfatter de første ti sider, er specifikke resultater ikke gengivet her, men studiet tilstræber at belyse, hvordan spanske publikum læser og reagerer på kønnede reklamefremstillinger.

This master’s thesis examines how spectators in Spain perceive gender stereotyping in advertising, situating the study within the country’s gender equality trajectory and recent setbacks linked to the economic crisis. Through a systematic literature review and a theoretical framework that combines common advertising stereotypes with Reception Theory, the project explores how audiences interpret gender representations. The empirical component uses a mixed-method survey built around four selected advertisements (including AXE, Mr Proper, Knorr Soap, and Natan). Quantitative analyses (SPSS/EViews) assess perceived sexism, stereotype recognition, reliability, correlations, and group differences (e.g., gender and age), while qualitative responses deepen understanding of viewers’ interpretations. The thesis discusses findings in relation to prior research, outlines methodological limitations, and identifies avenues for future study. As this excerpt covers only the first ten pages, specific results are not reported here, but the study aims to illuminate how Spanish audiences read and respond to gendered portrayals in advertising.

[This summary has been generated with the help of AI directly from the project (PDF)]

gender ; advertising ; stereotype ; perception

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