Date Presented

Spring 4-2015

Document Type


Degree Name

Bachelor of Arts


Business Administration

First Advisor

Dr. Lee Schimmoeller

Second Advisor

Dr. Silvia Lozano

Third Advisor

Dr. Maria Nathan


This project examines the portrayal of women in Spanish television commercials. The objective of the investigation is to determine if there are significant increases in the representation of women in commercials from three separate years (1990, 2000, and 2010) in order to observe the level of responsiveness of advertising to a more gender-equalized Spanish society. Throughout Spain’s history, women’s roles in the country’s society have changed, with a stronger female presence in the work force as well as in the media. Upon completing this study, it will be determined whether television advertisements in Spain follow these societal trends by increasing the number of women portrayed as central figures in commercials. The study consists of content analysis of a sampling of randomly generated Spanish commercials from each observed year, with an equal number of commercials falling into seven categories of products every year. The chosen years allow for focus on the advertising industry’s responsiveness to changes in society over two ten-year periods (1990 to 2000 and 2000 to 2010) and the entire twenty-year period (1990 to 2010). The categorization of variables is based on the 1975 pioneering work of McArthur and Resko.