DOI•
Publicidad y juguetes: Análisis de los códigos deontológicos y jurídicos
05 Apr 2011-Vol. 4, Iss: 2, pp 127-140
TL;DR: In this article, the authors examined toys spots on Spanish television during Christmas 2009 and found that almost all of them have presented their products on television with their real dimensions, without modifications or exaggerations that change the real nature of products.
Abstract: This study examined toys spots on Spanish television during Christmas 2009 The idea is to know the level of fulfilment of the different self-regulation codes as well as the legislation involved in this subject The goal is to learn whether the messages comply with these codes and whether children are protected from the advertising that is misleading Everyone involved in the advertising process must be aware of the childs vulnerability Over a total of 379 spots, and a methodology developed ad hoc for this purpose we elaborate a data base with different parameters to be analyzed: identification of advertising message, characteristics linked to the product and messages that try to increase sales Results are focused on non-fulfilment repetitions from a quantitative point of view A 259% of the corpus is concentrated an illegible caption, the action to incite children to consume or go to different website references However the most successful action for the advertising industry has been that almost all of them have presented their products on television with their real dimensions, without modifications or exaggerations that change the real nature of products We recommend changes and modifications on the actual system of self-regulation as well as on global references for advertising
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01 Jan 2019
TL;DR: In this paper, the authors provide an overview of the different lines of research on advertising and minors in Spain over the last 10 years and use it as a basis to argue that the concept of the minor needs to be clarified and multiple regulations need to be unified, which should also be applied to new trends (such as kidgamers and YouTubers).
Abstract: Children have gone from being consumers of advertising to being creators of advertising. This article provides an overview of the different lines of research on advertising and minors in Spain over the last 10 years and uses it as a basis to argue that the concept of the minor needs to be clarified and multiple regulations need to be unified, which should also be applied to new trends (such as kidgamers and YouTubers). This study highlights the need to find, on a global level, more specialized research lines that are more relevant to current realities, such as the YouTuber advertising that kids are exposed to today.
33 citations
Cites background from "Publicidad y juguetes: Análisis de ..."
...Martínez-Pastor and Nicolás (2015) and Martínez-Pastor, Pérez-Ugena, and Salas (2010) carried out case studies of non-compliance with current regulations, while the Audiovisual Council of Andalusia and the Andalusian Institute for Women (2015) conducted extensive studies analyzing, among other…...
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TL;DR: In this paper, a trabajo analyzes the representación of the generos in the publicidad infantil espanola mediante el estudio of siete variables: tipos de productos, genero representado, mensajesvalores, voz en off, periodo, acciones representadas e interaccion entre personajes.
Abstract: Este trabajo analiza la representacion de los generos en la publicidad infantil espanola mediante el estudio de siete variables: tipos de productos, genero representado, mensajesvalores, voz en off, periodo, acciones representadas e interaccion entre personajes. Estas variables se recogen de trabajos que estudian los usos y las preferencias de seleccion de los juguetes segun el genero del nino y de estudios que analizan los modos y formas de la publicidad para representar a los ninos y a los juguetes. El universo de la muestra lo constituyen 595 anuncios de juguetes emitidos en los canales de television: TVE1, TVE2, Telecinco, Antena 3, Cuatro, La Sexta, Boing y Disney Channel durante tres periodos de tiempo: Navidades de 2009, 2010 y 2011. Se ha escogido la Navidad ya que durante este periodo se emiten la gran mayoria de los anuncios de juguetes. Los resultados demuestran que, aunque hay paridad en la representacion de genero en la publicidad infantil de la muestra analizada, existen claras diferencias en las tipologias de los juguetes mas anunciados. La publicidad de figuras de accion alberga mayor porcentaje de personajes masculinos asociados a valores como competencia, individualismo, habilidad y desarrollo fisico, creatividad, poder y fuerza. Sin embargo, los anuncios de munecas tiene mayor porcentaje de personajes infantiles femeninos y estos se asocian a los valores belleza y maternidad.
22 citations
15 May 2016
TL;DR: In this article, the authors present a preliminary theoretical review, prior to designing a quantitative study that examines how socio-affective family relationships between children and adults are portrayed in toy advertising in Spain.
Abstract: The aim of this article is to undertake a preliminary theoretical review, prior to designing a quantitative study that examines how socio-affective family relationships between children and adults are portrayed in toy advertising in Spain. It begins with a bibliographical review of sociological theory to understand the child socialisation process and the influence of the media, advertising and family on that process. The original contribution of this work is not to present the conclusions of a study; it aims instead to offer a number of points raised by way of preliminary assumptions and hypotheses, prior to designing a quantitative and qualitative study which makes it possible to identify which typologies of toys use a representation of family in their advertising, what role is played by this representation in the advert, what type of affective relationships are considered in the semantic construction of the message and how this can influence the child socialisation process.Una revision teorica del proceso de socializacion infantil en EspanaResumenEl objetivo de este articulo es trazar una revision teorica preliminar al diseno de una metodologia cuantitativa que nos permita estudiar como se representan las relaciones familiares socio-afectivas entre ninos y adultos en la publicidad de juguetes en Espana. Se inicia con una revision bibliografica de la teoria sociologica para comprender el proceso de socializacion de los ninos y la influencia de los medios de comunicacion, la publicidad y la familia en ese proceso. La contribucion original de este trabajo no es presentar los resultados de un estudio, sino ofrecer un conjunto de suposiciones e hipotesis fundamentadas y preliminares que permitan el diseno de un trabajo cuyo objetivo sea identificar que tipologias de juguetes usan una representacion de la familia en su publicidad, cual son los roles de dichas representacion en la construccion semantica del anuncio, que tipo de relaciones afectivas se ponen de manifiesto y como esto puede influir en el proceso de socializacion del nino.
3 citations
TL;DR: In this article, a muestra representativa de productos and servicios in diferentes areas como la jugueteria or el sector alimenticio is presented.
Abstract: La publicidad enganosa puede entenderse como aquella que, con falsedades, promete cierta calidad, beneficios o satisfaccion de un producto o servicio. Uno de los ambitos susceptibles de esta mala praxis es el marketing infantil. Su publicidad presenta peculiaridades dignas de estudio, y la utilizacion de estrategias enganosas en el arte de seducir a estos consumidores no siempre son juzgadas ni contempladas por las legislaciones gubernamentales. Esta investigacion trata de analizar la comunicacion publicitaria en los envases de productos infantiles teniendo tambien en cuenta la naturaleza del destinatario, su comportamiento frente al medio y los factores que median en este proceso comunicativo. El objetivo es indagar hacia una tipificacion de las estrategias persuasiva, haciendo enfasis en los formatos utilizados y las caracteristicas principales de los argumentos persuasivos. Se analiza una muestra representativa de productos y servicios en diferentes areas como la jugueteria o el sector alimenticio. Los resultados muestran y describen patrones publicitarios enganosos en funcion del tipo de producto infantil. Se concluye con propuestas legislativas y pedagogicas especificas para el contexto nacional.
1 citations
References
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TL;DR: For instance, this article found that strongly gender-typed toys appear to be less supportive of optimal development than neutral or moderately gender-yped toys, while strongly masculine, moderately masculine, neutral, moderately feminine, and strongly feminine are associated with physical attractiveness, nurturance, and domestic skill.
Abstract: In Study 1, 292 undergraduates rated 126 toys as to whether they were suitable for boys, girls, or both. From these ratings, we established five categories of toys: strongly masculine, moderately masculine, neutral, moderately feminine, and strongly feminine. Using these categories, we constructed four toysets; each consisted of 15 toys, three from each category. In Study 2, 706 undergraduates individually rated the toys from one of the toysets on 26 scales that measured the toys' characteristics. We found that girls' toys were associated with physical attractiveness, nurturance, and domestic skill, whereas boys' toys were rated as violent, competitive, exciting, and somewhat dangerous. The toys rated as most likely to be educational and to develop children's physical, cognitive, artistic, and other skills were typically rated as neutral or moderately masculine. We conclude that strongly gender-typed toys appear to be less supportive of optimal development than neutral or moderately gender-typed toys.
179 citations
TL;DR: In this paper, the authors report the development of a system of toy classification and may permit a more programmatic investigation of the problem of gender differences in cognitive and social development in children.
Abstract: Although it has been suggested that the early play experiences of girls and boys may contribute to gender differences in cognitive and social development, empirical support for this hypothesis is limited. This paper reports the development of a system of toy classification and may permit a more programmatic investigation of this problem. One hundred adult subjects rated 50 children's toys on 12 “functional” dimensions. Results showed that these toys could be reliably described according to multidimensional similarities and that toys considered appropriate for girls differed in many ways from those considered appropriate for boys. Thus this system may allow us to test more systematically the hypothetical relationship between sex-typed toy play and the development of differential cognitive and/or social skills in girls and boys.
98 citations
TL;DR: This paper analyzed the portrayals of activities and interactions of boys and girls in both single-gender and mixed-gender commercials and found that nearly equal numbers of girls and boys were portrayed together acting cooperatively.
Abstract: This content analysis examined 595 commercials featuring children in programming aimed at children. It analyzed the portrayals of activities and interactions of boys and girls in both single-gender and mixed-gender commercials. Nearly equal numbers of girls and boys were portrayed together acting cooperatively. However, single-gender commercials portrayed girls in stereotypical domestic settings. Also, the primary activity of children in the commercials analyzed was non-creative play, and considerable violence and aggression were portrayed.
96 citations
TL;DR: In this article, the authors tackled a historical context and explained some of the reasons why television has lost relevance within young audience, and provided a general perspective about some other screens consumption by young people, as well as it describes some alternative models and highlights new trends.
Abstract: The television is still the media with the biggest approach in Spanish homes. Despite this fact, it is no longer the main leisure and fun media for young people in the last years. This article tackles a historical context and aims for explaining some of the reasons why television has lost relevance within young audience. At the same time, the text provides a general perspective about some other screens consumption by young people, as well as it describes some alternative models and highlights new trends.
11 citations