The sexualization of children through advertising, fashion brands and media

Authors

  • Carmen Llovet Rodríguez Southern Illinois University
  • Mónica Díaz-Bustamante Ventisca Universidad Complutense de Madrid
  • Beatriz Patiño Alves Centro Universitario Villanueva

Keywords:

Sexualization, Minor, Fashion, Editorial, Advertising, Law, Ethic code

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.

 

La sexualización infantil en la publicidad y los estilismos de marcas y medios de moda infantil

Resumen

La publicidad y los editoriales representan frecuentemente a los niños como adultos. ¿Son suficientes las leyes y códigos actuales para evitarlo? Este trabajo pretende revisar la regulación española correspondiente e identificar las características sexualizantes realizando diversas entrevistas a expertos en infancia, una encuesta a individuos del entorno infantil y un análisis de contenido de las páginas de publicidad y editoriales de moda en especiales de niños. Los resultados han mostrado que el menor goza de una protección legal reforzada frente a toda comunicación comercial que incluya contenido sexual, ya que éste puede perjudicar a su desarrollo psicofísico. Pero se requieren reclamaciones que apelen a esta regulación para que sea aplicada. Además, los niños están siendo sexualizados a través de nuevos formatos comerciales y nuevos ítems: maquillaje, accesorios y posturas y gestos provocativos.

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Author Biographies

Carmen Llovet Rodríguez, Southern Illinois University

Southern Illinois University, Carbondale, USA

Mónica Díaz-Bustamante Ventisca, Universidad Complutense de Madrid

Universidad Complutense de Madrid, Spain

Beatriz Patiño Alves, Centro Universitario Villanueva

Centro Universitario Villanueva, Madrid, Spain

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Nº Especial 1 | Teens and Ads

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Published

2016-05-15

How to Cite

Llovet Rodríguez, C., Díaz-Bustamante Ventisca, M., & Patiño Alves, B. (2016). The sexualization of children through advertising, fashion brands and media. Prisma Social Journal, 156–189. Retrieved from https://revistaprismasocial.es/ps/article/view/1317

Issue

2016: Nº Especial 1 | Teens and Ads

Section

Sección temática

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