Women between advertising and reality

This TFG develops an exploratory research with a longitudinal retrospective qualitative design to study the role of women in audiovisual advertising in the 1990s and 2000s. For this purpose a sample of 12 advertisements was selected looking for two advertisements per decade of the brands Ala Sedal and Lucchetti. As a result it was obtained that throughout 20 years although with differences the role of women continues to be related to two stereotypes the first to the Fem Fatal woman and the second to the housewife and mother woman. During the 1990s there was a clear orientation to show the product making explicit the female role as a model or as a mother-housewife the voice-over is always male showing the influence of gender on women and the male role was graphically excluded although not implicitly or was represented by social references. On the other hand in the 2000s there was a change of orientation towards the brand leaving the product in the background and the female roles although they were the same as in the previous decade highlighted women''s characteristics such as strength.