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Dr. Lluís Mas, Dra. Maddalena Fedele and Dra. Olatz Larrea published an article in the Mediterranean Journal of Communication about the how ads for children under 9 years old only present young slender, white skin and brown hair characters.

Dr. Lluís Mas, Dra. Maddalena Fedele and Dra. Olatz Larrea published an article in the Mediterranean Journal of Communication about the how ads for children under 9 years old only present young slender, white skin and brown hair characters.

The ads for children under 9 years old present mostly young slender, white skin and brown hair characters according to a study published in the Mediterranean Journal of Communication undertaken by the director of our research group Dr. Lluís Mas together with the researchers Dra. Maddalena Fedele (Ramon Llull University) and Dra. Olatz Larrea (UIC-International University of Catalonia).

 

02.03.2018

The research

The ads for children under 9 years old only present young slender, white skin and brown hair characters according to a study undertaken by the director of our research group Dr. Lluís Mas at Pompeu Fabra University.

The study has analyzed 133 advertisements seen by children, from January to July 2015 in Spain. The results confirm "the dominance of the physical, intellectual and social pattern of Western stereotypes and their ideals", since there main characters are "slender, with white skin and brown hair" and "tend to be dressed informally and show up in action, alone and happy".

The aim of the study is "to describe the corporal, intellectual and social patterns of the main and secondary characters of the advertisements broadcast by Spanish television consumed by children from 5 to 8 years old", so 427 characters have been analyzed, taking into account their traits, role, emotional state, clothing or body message.

"There are no studies that have been set in television advertising consumed by children under 9 years," concludes the article that was recently published in the Mediterranean Journal of Communication by the researcher Dr. Lluís Mas, together with the researchers Dra. Maddalena Fedele (Ramon Llull University) and Dra. Olatz Larrea (UIC-International University of Catalonia).

The study recalls that television advertising has "a decisive role in the representation of models, values ​​and roles" and ensures that "the child population can internalize these representations and use them to build their own identities, including their body image", which can lead to "significant physical and mental disorders, as well as some health disorders (depression, anxiety, social problems) and eating disorders".

Media coverage

The study has been well received by spanish online media. 

-If you want to read the ABC article click here.

-If you want to read the Heraldo article click here.

-If you want to read the 20 minutos article click here.

-If you want to read the El periódico article click here.

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