The representation of phenotypic diversity in audiovisual advertising in Spain: professional perspectives and implications for the cultural dynamics of inclusion

Jordi Grau Rebollo; Nicolas Lorite Garcia

doi:10.5565/rev/analisi.3401

The representation of phenotypic diversity in audiovisual advertising in Spain: professional perspectives and implications for the cultural dynamics of inclusion

Título traducido de la contribución: La representación de la diversidad fenotípica en al publicidad televisiva en España: perspectivas profesionales e implicaciones para las dinámicas culturales de inclusión

Jordi Grau Rebollo, Nicolas Lorite Garcia

Producción científica: Contribución a una revista › Artículo › Investigación › revisión exhaustiva

Resumen

La publicidad visual y audiovisual es un lenguaje social influyente que transforma las representaciones de la realidad en referentes culturales, con implicaciones directas para la percepción de la diversidad. Sin embargo, a pesar de su impacto en el tejido social, pocos estudios han abordado la representación de la variabilidad fenotípica en la publicidad combinando perspectivas académicas y profesionales sobre el fenómeno en España. Nuestro estudio explora este asunto a través de la recopilación sistemática de datos de 834 anuncios de televisión, la codificación de 359 personajes que aparecen en pantalla y 38 entrevistas en profundidad con profesionales de la publicidad. Las conclusiones del estudio muestran, entre otros hallazgos: (a) la escasa presencia de diversidad fenotípica en la publicidad televisiva, (b) la infrarrepresentación de ciertos colectivos y (c) la complejidad que encierra la toma de decisiones entre clientes y agencias, quienes deben conciliar la aversión al riesgo con la eficacia necesaria para el éxito de cualquier campaña publicitaria. Esta investigación puede ser útil para empresas del sector publicitario (al proporcionarles un mejor conocimiento de objetivos específicos) y para gestores de políticas públicas (ayudando a promover una mejor dinámica intercultural y la integración de grupos minoritarios).

Título traducido de la contribución	La representación de la diversidad fenotípica en al publicidad televisiva en España: perspectivas profesionales e implicaciones para las dinámicas culturales de inclusión
Idioma original	Inglés
Páginas (desde-hasta)	131-148
Número de páginas	18
Publicación	Anàlisi
Volumen	Número extraordinario
DOI	https://doi.org/10.5565/rev/analisi.3401
Estado	Publicada - 15 nov 2022

Palabras clave

Dinámicas culturales de inclusión
Diversidad
Publicidad audiovisual
Representación sociocultural

Acceder al documento

10.5565/rev/analisi.3401Licencia: CC BY

https://ddd.uab.cat/record/268492

Otros archivos y enlaces

https://ddd.uab.cat/record/268492

ESTUDIO MULTIMODAL DE LA REPRESENTACION DE LA DIVERSIDAD EN LA PUBLICIDAD ESPAÑOLA Y EFECTOS INTERCULTURALES EN LAS CIUDADES DEL MEDITERRANEO EN TIEMPOS DE CRISIS.
Lorite Garcia, N. (Principal Investigator), Prats Gil, E. (Investigador/a contratado/a), Ureta, I. (Investigador/a contratado/a), Bertran Coppini, E. (Investigador/a), Entenza Rodriguez, A. I. (Investigador/a), Gomez Garrido, A. B. (Investigador/a), Grau Rebollo, J. (Investigador/a), Higueras, E. (Investigador/a), Martinez, M. (Investigador/a), Martínez Bonillo, A. B. (Investigador/a), Mencaroni , A. (Investigador/a) & Muraca , E. M. (Investigador/a)
1/01/13 → 31/12/16
Proyecto: Proyectos y Ayudas de Investigación

Citar esto

@article{78f5193863674775b2cbd0e41b1bb41d,

title = "The representation of phenotypic diversity in audiovisual advertising in Spain: professional perspectives and implications for the cultural dynamics of inclusion",

abstract = "Visual and audiovisual advertising is an influential social language that transforms representations of reality into cultural references, with direct implications for the perception of diversity. However, despite its impact on the fabric of society, few studies have tackled the representation of phenotypic variability in advertising by combining academic and professional perspectives on the phenomenon in Spain. Our study explores this matter through systematic data collection from 834 TV adverts, coding data on 359 on-screen characters, and in-depth interviews with 38 advertising professionals. The conclusions of the study show, among other findings: (a) the low level of phenotypic diversity in television advertising; (b) the under-representation of certain groups; and (c) the complexity of decision-making between clients and agencies, who have to reconcile risk aversion with the effectiveness required for any advertising campaign. This research can be of use for companies in the advertising sector (giving them improved knowledge of specific targets) and policymakers (by helping to promote better intercultural dynamics and the integration of minority groups)",

keywords = "Din{\'a}micas culturales de inclusi{\'o}n, Diversidad, Publicidad audiovisual, Representaci{\'o}n sociocultural",

author = "{Grau Rebollo}, Jordi and {Lorite Garcia}, Nicolas",

note = "This work was supported by the Spanish Ministry of Science, Innovation and Universities under Grant number CSO2012-35771.",

year = "2022",

month = nov,

day = "15",

doi = "10.5565/rev/analisi.3401",

language = "English",

volume = "N{\'u}mero extraordinario",

pages = "131--148",

journal = "An{\`a}lisi",

issn = "0211-2175",

publisher = "Servei de publicacions de la UAB",

}

The representation of phenotypic diversity in audiovisual advertising in Spain: professional perspectives and implications for the cultural dynamics of inclusion. / Grau Rebollo, Jordi; Lorite Garcia, Nicolas.
En: Anàlisi, Vol. Número extraordinario, 15.11.2022, p. 131-148.

Producción científica: Contribución a una revista › Artículo › Investigación › revisión exhaustiva

TY - JOUR

T1 - The representation of phenotypic diversity in audiovisual advertising in Spain

T2 - professional perspectives and implications for the cultural dynamics of inclusion

AU - Grau Rebollo, Jordi

AU - Lorite Garcia, Nicolas

N1 - This work was supported by the Spanish Ministry of Science, Innovation and Universities under Grant number CSO2012-35771.

PY - 2022/11/15

Y1 - 2022/11/15

N2 - Visual and audiovisual advertising is an influential social language that transforms representations of reality into cultural references, with direct implications for the perception of diversity. However, despite its impact on the fabric of society, few studies have tackled the representation of phenotypic variability in advertising by combining academic and professional perspectives on the phenomenon in Spain. Our study explores this matter through systematic data collection from 834 TV adverts, coding data on 359 on-screen characters, and in-depth interviews with 38 advertising professionals. The conclusions of the study show, among other findings: (a) the low level of phenotypic diversity in television advertising; (b) the under-representation of certain groups; and (c) the complexity of decision-making between clients and agencies, who have to reconcile risk aversion with the effectiveness required for any advertising campaign. This research can be of use for companies in the advertising sector (giving them improved knowledge of specific targets) and policymakers (by helping to promote better intercultural dynamics and the integration of minority groups)

AB - Visual and audiovisual advertising is an influential social language that transforms representations of reality into cultural references, with direct implications for the perception of diversity. However, despite its impact on the fabric of society, few studies have tackled the representation of phenotypic variability in advertising by combining academic and professional perspectives on the phenomenon in Spain. Our study explores this matter through systematic data collection from 834 TV adverts, coding data on 359 on-screen characters, and in-depth interviews with 38 advertising professionals. The conclusions of the study show, among other findings: (a) the low level of phenotypic diversity in television advertising; (b) the under-representation of certain groups; and (c) the complexity of decision-making between clients and agencies, who have to reconcile risk aversion with the effectiveness required for any advertising campaign. This research can be of use for companies in the advertising sector (giving them improved knowledge of specific targets) and policymakers (by helping to promote better intercultural dynamics and the integration of minority groups)

KW - Dinámicas culturales de inclusión

KW - Diversidad

KW - Publicidad audiovisual

KW - Representación sociocultural

UR - https://ddd.uab.cat/record/268492

U2 - 10.5565/rev/analisi.3401

DO - 10.5565/rev/analisi.3401

M3 - Article

SN - 0211-2175

VL - Número extraordinario

SP - 131

EP - 148

JO - Anàlisi

JF - Anàlisi

ER -

The representation of phenotypic diversity in audiovisual advertising in Spain: professional perspectives and implications for the cultural dynamics of inclusion

Resumen

Palabras clave

Acceder al documento

Otros archivos y enlaces

Huella

Proyectos

ESTUDIO MULTIMODAL DE LA REPRESENTACION DE LA DIVERSIDAD EN LA PUBLICIDAD ESPAÑOLA Y EFECTOS INTERCULTURALES EN LAS CIUDADES DEL MEDITERRANEO EN TIEMPOS DE CRISIS.

Citar esto