Un estudio de las representaciones familiares y socioafectivas en la publicidad de juguetes en Navidad

Miguel Ángel  Nicolás Ojeda; Esther Martínez Pastor; Almudena García Manso

doi:10.31921/doxacom.n28a08

Authors

Miguel Ángel Nicolás Ojeda University of Murcia, Spain https://orcid.org/0000-0003-0356-8227
Esther Martínez Pastor Rey Juan Carlos University, Spain https://orcid.org/0000-0002-2861-750X
Almudena García Manso Rey Juan Carlos University, Spain https://orcid.org/0000-0002-8781-5020

DOI:

https://doi.org/10.31921/doxacom.n28a08

Keywords:

Advertising, family, toys, children, socioemotional relationship

Abstract

This study analyses toy advertising broadcast in Spain over the 2014/15 Christmas period. The goal is to begin a quantitative review of how family is represented in commercials. Initially, it reviews the concepts of childhood, relates them to the concept of socialisation and offers a short analysis of the advertising phenomenon. The results evaluate the presence of types of emotions, values and actions associated with the gender of the characters featured, and the frequency of parent– and grandparent–character appearances in toy ads targeting children is quantified. The limited presence of these characters establishes a basis for discussion about the role of said characters as necessary figures of reference and authority in child development. A final reflection is also proposed regarding the homogeneity of the representations of gender associated with the characters’ roles, for both adults and children. Lastly, this paper justifies interest in widening the study to international level, to make it possible to check the degree of similarity and of contrast in said representations as a way to contribute to understanding and viewing the family in advertising discourses.

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Author Biographies

Miguel Ángel Nicolás Ojeda, University of Murcia, Spain

He holds a PhD in Advertising and Public Relations. He is currently a lecturer at the Faculty of Communication Sciences at Universidad de Murcia, in Spain. He is a member of the research group TRENDENLAB, a research group in Corporate Communication and Consumer Affairs. His recent publications include: Video Games Set in the Middle Ages Time Spans, Plots, and Genres (San Nicolás, Nicolás & Ros, 2018); Public and Private Management of Toy Advertising: Regulation and Self-regulation in the European Union and Spain (Martinez, Gaona & Nicolas, 2017); The Construction of Tourist Space by Public Administration and Institutional Communication (Martínez & Nicolás, 2014); Gender Representation in Advertising of Toys in the Christmas Period (2009-12) (Martínez, Nicolás & Salas, 2013); and La implicación del usuario en la producción publicitaria. Una reflexión sobre la publicidad espontánea generada por los usuarios/consumidores (Nicolás Ojeda, 2013).
Esther Martínez Pastor, Rey Juan Carlos University, Spain

Associate Professor at the Faculty of Communication Sciences at the University Rey Juan Carlos of Madrid. She holds a PhD in Communication Sciences and a degree in Advertising and Public Relations (University Complutense de Madrid) and in Law (UNED). Her research lines focus on advertising, kids, adolescents and transparency. Her Latest publications are Publicidad y Dolor. Representación del dolor en la publicidad (Martínez Pastor, 2019); Menores youtubers en el ecosistema publicitario de los juguetes: límites (Martínez Pastor, 2019); Los niños ante la publicidad (Martínez Pastor, Serrano;, Vizcaíno y Nicolás Ojeda, 2017); Organización de la información y sujetos obligados en el Portal de la transparencia de España (Beltrán y Martínez, 2017).
Almudena García Manso, Rey Juan Carlos University, Spain

She holds a PhD in Sociology (2004). She is a lecturer in the area of Sociology at the Faculty of Communication Sciences (Rey Juan Carlos University, Madrid). Member of the Methaodos.org Research Group and Ibero-American Observatory for Health and Citizenship. Her lines of research are related to sociology of gender and sexuality, sociology of health, society and immigration and cybersociety. Latest publications: García Manso, A; Silva, A (2019). Violence against a mulher as a bad endemêmico na sociedade contemporânea, Quaestio Iuris. 12 (1), 144-170. Martín Cabello, A and García Manso, A. (2018). Global subcultures: the case of Spanish corporate expatriates, the Journal of International and Global Studies 10 (1), 58-75. García Manso, A and Silva, A. (2018). Researchers who investigate: Exploratory approach to child femininity in Maranhão (Brazil), Option, 34 (86). 577-611.

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