Advertising and Sexism with focus groups of preadolescents /Publicidad y sexismo analizados en grupos de discusión de preadolescentes

Abstract

The main aim of this research is to understand the way advertising and sexism are analyzed by focus groups of 11 and 12 year old preadolescents. In order to achieve this aim we used commercials that reproduce sexism situations and that are based on persuasive strategies where brands and products are associated with happiness and family well-being. The research was developed through six focus groups, whose results were analyzed from a qualitative approach in order to define the classification criteria. The level of skepticism shown by the preadolescents regarding the persuasive advertising techniques is associated with their capacity for detecting sexism. Both skills seem require a certain level (that is needed, but not sufficient) of character analysis. The results support the importance of focus groups both as an evaluation procedure and as advertising literacy context that should include not only cognitive components but also evaluative aspects, such as skepticism and rejection of sexism.

Victimization Experience and Perceived Benefits of Institutional and Commercial Advertising Campaigns in the Fight against Domestic Violence

“…In the area of advertising and consumer behaviour, qualitative research is carried out with target groups of campaigns for the development of new products, new forms of advertising messages, consumer habits and service expectations (David 2007). Studies were found using the focal method with 12-19-year-olds on advertisements for electronic cigarettes (Chen et al 2020), with pre-adolescents aged 11-12 years old on sexism present in commercial campaigns (Falcón et al 2016) and with members of a community about a health campaign in a waiting room (Sharma et al 2021).…”

“…The results pointed to the need for more media strategies for health promotion and regulation in relation to advertising. Falcón et al (2016) carried out a study with focus groups among pre-adolescents aged 11 and 12 about the sexism present in advertising campaigns. The authors highlight the scepticism among the participants about advertising strategies while at the same time having the sensitivity to detect the sexism present in the campaigns.…”