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Traditionally, the representation of women in advertising has been based on social stereotypes. This paper aims to analyze how women have been represented in Spanish TV commercials in the last fifteen years, through a content analysis of the winning commercials in Los Anuncios del Año contest. The results show that, although the role and context in which women are represented have changed considerably, the presence of non-normative bodies, skin colors, genders and sexualities is still anecdotal. [ABSTRACT FROM AUTHOR]

This paper analyzes, from a critical perspective, the case of the campaign realized to promote an Yves Saint Laurent perfume (Libre) starring by an international recognized singer, in order to reveal the paradoxical background of its staging. The campaign gravitates around the iconographic motif of fire and underlines the dangerous nature of Freedom, in the general context of an Emotional Advertising work that aims to promote ethical thinking amongst consumers, beyond the visual pleasures and attraction generated by its images. [ABSTRACT FROM AUTHOR]

This paper presents a retrospective analysis of the free press from its origins to the present day. It is based on the hypothesis that advertising occupied an essential place in the evolution of the free press in Spain. For this reason, the role that advertising had in the origin, consolidation and decline of the free general information press in Spain is analyzed. The data reflects how unstable it is to subordinate the survival of the media to advertising revenue alone. The interest of this work lies in the importance that financing models are having in the media with the arrival of the Internet. [ABSTRACT FROM AUTHOR]

This paper aims to research the persistence of gender stereotypes in contemporary Spanish advertisements promoting Mr. Clean cleaning products. To analyze the selected advertisements, according to the method of opportunistic sampling, we have used the technique of qualitative content analysis and compared 10 Mr. Clean ads with 10 ads of other brands. The results show the persistence of gender stereotypes in most Mr. Clean ads. In most of the selected ads, women are the ones performing the cleaning tasks, while men are associated more with strength and expert work. [ABSTRACT FROM AUTHOR]

This paper analyzes mobile advergames in the context of advertising formats used in mobile marketing. Based on the features and functionality that define these formats, this paper identifies the predominant type of these formats in the Spanish market and emerging business models around them. It also identifies the main factors, both technological and market related that may be conditioning the short and medium term further development of video games in the mobile advertising. [ABSTRACT FROM AUTHOR]

In the current uncertain advertising context a change and a redefinition of the advertising business is clearly needed. One of the basic drivers for this change is that the consumer has become the centre of the communication techniques. In this sense, the contribution of account planners becomes crucial, because they are concerned with defending the centrality of the consumer in the advertising process. The aim of this paper is to reflect, first of all theoretically and secondly with an application to the professional reality, about the challenges of the advertising industry and how account planning can provide some guidelines on the necessary changes in this profession. [ABSTRACT FROM AUTHOR]

This paper explores television commercial production methods based on their relationship to the narrative categories of time and rhythm. In accordance with this objective, we will approach television advertisement text from a narratological point of view, principally the formal aspects of the text, focusing on those factors emanating from film narrative that create an impression of psychological time. We will study the winners of the 2007 Cannes Lions International Advertising Festival in order to detect current tendencies in the marking of psychological time. [ABSTRACT FROM AUTHOR]

Analysing advertising in Basque language (Euskara) is of great importance, both in the attempt to linguistic normalization, and from the point of view of business profitability. The advertisements published in Basque are not usually monolingual, since they are frequently accompanied by the advertisement in Spanish. Therefore, the main purpose of this paper is to analyse this bilingual Creative work from a qualitative methodology, through the interviews with prestigious advertisers and translators. The study shows the peculiarities and details of the process and its impact on the advertising message in Basque language. [ABSTRACT FROM AUTHOR]