What is it about?
In three recent Spanish TV ads, female characters use violence to alter their male partners's immature behaviour. I attempt to prove that although the women's behaviour seems to be proactive, by treating the men as children, they actually take on the tradition role of carers.
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Why is it important?
My analysis shows that the concept of face can be used not only to explain how individuals mitigate face threatening acts but also how it may help viewers to identify with characters.
Perspectives
TV ads are sublty manipulative, using humour within mini-dramas to reinforce gender stereotypes. Even in apparently reversed roles, women are still framed as carers. Through entertaining stories, ads build common ground with female viewers, aligning them with proactive female leads who use the products that are being advertised to create a favourable view of them.
Dr Barry Pennock-Speck
Universitat de Valencia
Read the Original
This page is a summary of: Violent women in Spanish TV ads: Stereotype reversal or the same old same old?, Discourse & Communication, June 2016, SAGE Publications,
DOI: 10.1177/1750481316638151.
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