Publicidad de juguetes en Españagrado de complimiento de los códigos de autorregulación y de la norma jurídica en televisión

  1. Esther Martínez Pastor 1
  2. Miguel Ángel Nicolás 2
  3. Carmen Gaona Pisonero 1
  1. 1 Universidad Rey Juan Carlos
    info

    Universidad Rey Juan Carlos

    Madrid, España

    ROR https://ror.org/01v5cv687

  2. 2 Universidad Católica San Antonio
    info

    Universidad Católica San Antonio

    Murcia, España

    ROR https://ror.org/05b1rsv17

Book:
Claves de la comunicación para niños y adolescentes: experiencias y reflexiones para una comunicación constructiva
  1. Álvarez Ruiz, Antón (coord.)
  2. Núñez Gómez, Patricia (coord.)

Publisher: Fragua

ISBN: 978-84-7074-668-0

Year of publication: 2015

Pages: 93-109

Type: Book chapter

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Abstract

This paper analyzes toy advertising broadcast on television in Spain at Christmas 2013/2014. The objetive of the analysis: check if advertising respects the rules and codes of advertising self-regulation. The study sample is formed by 119 cast toy commercials on Spanish television (Telecinco, Antena 3, Disney Channel, Boing and Neox Kidz) at Christmas 2013/2014. The study analyzes representations of gender and different types of messages. It also identifies and classifies related actions and roles of the characters in the ads withy the variables gender and message. The results identified the most important irregularities. Finally, the paper concludesthat the ads analyzed comply with regulations at a very high level. Aspects of improvement atre identified: some ads do not clearly show the product price.

Data source: Dialnet