The sexualization of children through advertising, fashion brands and media

  1. Carmen Llovet Rodríguez 1
  2. Mónica Díaz-Bustamante Ventisca 2
  3. Beatriz Patiño Alves 3
  1. 1 Southern Illinois University
  2. 2 Universidad Complutense de Madrid
    info
    Universidad Complutense de Madrid

    Madrid, España

    ROR https://ror.org/02p0gd045

    Geographic location of the organization Universidad Complutense de Madrid
  3. 3 Centro Universitario Villanueva
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Journal:
Prisma Social: revista de investigación social

ISSN: 1989-3469

Year of publication: 2016

Issue Title: Teens and Ads

Issue: 1

Pages: 156-189

Type: Article

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More publications in: Prisma Social: revista de investigación social

Sustainable development goals

Abstract

Kids on advertising and editorials are often portrayed like adults. Are legal and ethical codes enough to avoid them? The double aim of this research is to review the regulation in Spain and to identify sexualizing characteristics through in-depth interviews to childhood experts, a survey among individuals from children environment and a content analysis of children commercial pages in fashion magazines. The results have showed that minor has a reinforced protection about every communication activity aimed to the trade of products that has a clearly sexual content because it can influence negatively in the psychophysical development. Nevertheless, complaints are needed to apply the regulation. Besides, children are sexualized in new formats added to conventional advertising and though new items related to makeup, hairstyles, accessories and provocative postures or gestures.

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Data source: Dialnet