Femvertising and COVID-19—What Did Brand Owners Broadcast during the Lockdown?

نویسندگان

چکیده

The aim of this study was to analyze, from a gender perspective, advertising broadcasts during time crisis. A holistic perspective the stereotypes, roles, professions, and relations represented is offered by utilizing content analysis all advertisements their corresponding images broadcast. Methods: 20 variables conducted; these, 7 were obtained under 1.350 images, 71 audiovisual spots on YouTube that broadcasted lockdown. Results: showed special sensitivity advertisers when balancing male female presences, in projecting an equitable co-responsible vision between both genders, with emphasis teleworking, childcare. Corporate predominates over commercial advertising, which may explain why discourse blur inequalities imbalances respect official statistics. Conclusions: seem have noticed strategic role introducing perspectives into thus assuming more social function better connects them today’s society while also supporting advances challenges equal opportunities.

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ژورنال

عنوان ژورنال: Systems

سال: 2023

ISSN: ['2079-8954']

DOI: https://doi.org/10.3390/systems11040186