2026-05-28T07:59:18Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/276212026-02-03T12:19:36Zcom_10630_2254col_10630_37959
RIUMA. Repositorio Institucional de la Universidad de Málaga
author
Iglesias-Sánchez, Patricia Pilar
author
Jambrino-Maldonado, Carmen
author
Fernández-Díaz, Elena
author
De-las-Heras-Pedrosa, Carlos
2023-09-21T07:24:16Z
2023-09-21T07:24:16Z
2023
https://hdl.handle.net/10630/27621
This study analyzes how advertising and society interact and evolve in parallel, with advertising trying to balance more traditional representations with integration, which can influence social change. In this case, the analysis focuses on the homosexual community. A content analysis of audiovisual advertising in Spain from the 1960s to 2021 is carried out in addition to a review of historical milestones and legislation. The results show the transformation of advertising, showing the transition from total invisibility of gays and lesbians in the 60s to a respectful integration today. Queervertising is proposed as a new theoretical concept as a result of the identification of gender and sexual diversity in advertising over time. Although even today they are still not disruptive or excessively explicit, to avoid certain rejection by audiences.
spa
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Minorías sexuales
Publicidad
Queervertising: ¿es la publicidad gay-friendly?
conference output
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URL
https://riuma.uma.es/bitstreams/c05285ee-819c-47e3-bf30-20e10fd28719/download
File
MD5
8d71f33fec99c4399676df4b1f50a75c
1092949
application/pdf
AEMARK23-slidesQUEERVERT_v2.pdf
URL
https://riuma.uma.es/bitstreams/466eeeb6-aa1b-4fd6-a5dd-70cda0a3e326/download
File
MD5
807b0dacf0aad22ec2365c382fedd88c
311175
application/pdf
queervertising-AEMARK23.pdf