Publicidad y leyes de violencia de género. Estudio empírico en España y Argentina

Abstract

Spain and Argentina have recently enacted legislation to eradicate domestic violence. Among other things, these laws criminalize the use of certain stereotypes in advertising. In order to observe the consequences of this policy development, this paper reviews a representative sample of spots through such legal considerations and of concept gender bias. The results show that the vagueness of the difficulty in the operationalization of gender stereotypes can prompt gender violence makes complex to evaluate advertising sexism and, however, their legality. By contrast, the quantification of bias is useful to assess this sexism.