Análisis de los valores sociales y de género en la publicidad gráfica de automóviles a partir de la interpretación de los escolares de tercer ciclo de primaria

Abstract

This essay offers the results obtained on a research in which social values and gender issues were analyzed through cars commercials by students of Elementary Education. In the mentioned study, conducted in two schools of Cordoba and Jaen, a total of 289 students from the fifth and six grade of Elementary Education took part in it. The main focus is to explore the male and female representations on the automotive commercials, an aspect that should show whether or not both genders are portrayed on the same way or using specific values.