Adolescentes y culto al cuerpo: influencia de la publicidad y de Internet en la búsqueda del cuerpo masculino idealizado

Carlos Fanjul Peyró; Lorena López Font; Cristina González Oñate

doi:10.31921/doxacom.n29a3

Authors

Carlos Fanjul Peyró Jaume I University, Castellón, Spain https://orcid.org/0000-0001-5940-5270
Lorena López Font Jaume I University, Castellón, Spain https://orcid.org/0000-0002-6169-1170
Cristina González Oñate Jaume I University, Castellón, Spain https://orcid.org/0000-0003-3509-0117

DOI:

https://doi.org/10.31921/doxacom.n29a3

Keywords:

Advertising, advertising models, body perception, adolescents, Internet

Abstract

This article presents the results of a research aimed at studying
whether the vision of advertising images of defined masculine models
influences the corporal perception of male adolescents and how
they find in the Internet a reinforcement of this ideal of beauty. As
study methodologies, in order to analyse the influence on body perception,
an experimental study was conducted with 552 adolescents
using techniques of viewing ads and surveys and content analysis
to assess the information offered by the Internet on issues related
to achieving a muscular body. The results show the remarkable influence
of viewing of defined bodies in male adolescents and the
unconscious use they make of the Internet to seek information and
recommendations in this regards.

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Author Biographies

Carlos Fanjul Peyró, Jaume I University, Castellón, Spain

PhD in Communication, area of Advertising and Public Relations, from Universitat Jaume I in Castellón. His research focuses mainly on the social influence of the non-verbal codes of reality in advertising messaging, publishing several articles on the subject in various scientific journals and a book entitled Vigorexia: a glimpse from advertising. He belongs to the ENCOM research group. As a professor, he teaches the subject “Theory of Advertising and Public Relations” in both Advertising and Journalism Degree at the UJI and participates in the Master´s Degree Programme in New Trends and Processes of Innovation in Communication of this same university.
Lorena López Font, Jaume I University, Castellón, Spain

Associate Professor in the Department of Communication Science at Universitat Jaume I. Her lines of research focus on: The business structures of the advertising communication sector, the professionalization of the corporate communication sector and the application of the new languages of advertising in benefit of the promotion of Spanish cinema. She teaches Advertising and Public Relations, and Audio-visual Communication, as well as the UJI’s Official Postgraduate Course on New Trends and Processes in Communication. She is a member of the ENCOM research group and of the “Sala Caligari” film analysis Programme in the aforementioned department. She currently holds the position of Academic Secretary of the Department of Communication Science and is the director of the Postgraduate Course in Actor Directing for Film and TV at the same university.
Cristina González Oñate, Jaume I University, Castellón, Spain

PhD in Business and Institutional Communication; Degree in Advertising and Public Relations; Degree in Audio-visual Communication and a Master in Strategic Management in Communication from Universitat Jaume I. She lectures Communication Strategies for the Degree in Advertising and Public Relations, Journalism and Audio-visual Communication at the Universitat Jaume I and at the Master’s program in New Trends and Innovation Processes in Communication since 2007. She is part, among others, of the research team ENCOM and the research group in technologies applied to audio-visual communication-ITACA, both at Universitat Jaume I and her main lines of research focuses on the strategic management of brands and digital advertising.

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