La publicidad televisiva en horario protegidoEl culto al cuerpo en la publicidad recibida por el público infantil

Abstract

Media and Advertising are key elements in the transmission of stereotypes and aspects related to beauty and body culture. Nevertheless, the rights of the minor were not addressed until 2010 thanks to Law 7/2010, Of March 31, General Audiovisual Communication. In its Article 7, a concrete prohibition of commercial communications that promote the culture to the body in infantile schedule is included, like a specific measure of protection in case of any contents that are considered detrimental. In this context, the need arises to study not only whether this specific measure had any precedent in Spain and Europe, but also to verify the advertising broadcast on Spanish general television, in 2020, complies with this current legislation. To this end, a research design is proposed that combines qualitative and quantitative research, through an exploratory and descriptive study that identifies, classifies and evaluates the situation of advertising in general, and about body culture advertising in particular, to which children are exposed in the protected time slot (from 6 am to 10 pm). The results show non-compliance with the legislation. In addition, there is a faint evolution of the stereotypes traditionally assigned to women, who continue to be the target audience and the focus of advertising, especially the one considered a culture of the body. Regarding the body figure, the pattern of thinness predominates as a habitual resource and the lack of diversity or non-existence of other patterns present in the society.