%0 Journal Article 
%A Gago Gómez, Liliana
%T Women's roles and images in advertising. A pragmatic perspective.

%D 2017
%U http://hdl.handle.net/10498/19824
%X Since publicity plays an important role in shaping societies’ beliefs, customs, behaviour and education, researchers are focusing increasingly on the study of advertisements’ adequacy. To this effect, the present study aims to analyse the roles and images of women in the advertising world of the Western culture. Through the comparison of five pairs of advertisements from the present and the past century, along with the application of Relevance Theory, this paper studies what and how advertisements involving women communicate. Besides, this study examines the changes in the depiction of women between the past and the present centuries’ advertisements. In this way, this work supports the evidence that the relevance-theoretic approach can be applied to the interpretation of advertisements merging visual and textual content. Moreover, it also provides an account of the main portrayals of women used in advertising. Thus, the conclusions confirm, on the one hand, that contemporary advertisements communicate more information implicitly than their 20th-century counterparts, and on the other hand, that 21st-century advertisements continue and perpetuate the roles and images based on women’s sexual objectification, sexism, stereotypes and classical archetypes used in elder advertisements. Due to the many impacts of advertising, such conclusions highlight the urgency to change advertisements portraying women to fit in the contemporary world that fights for gender equality and women’s rights.

%K Relevance Theory
%K Women Studies
%K Gender Studies
%K women
%K advertising
%K advertisement
%K communication
%K gender roles
%K sexism
%K stereotypes
%K Teoría de la Relevancia
%K Estudios de mujer
%K Estudios de género
%K mujeres
%K publicidad
%K anuncio
%K comunicación
%K roles de género
%K sexismo
%K estereotipos
%~ Universidad de Cádiz