Mírame, contrólame, protégeme. ¿Soy un coche? La publicidad sexista en televisión y su regulación en España: Análisis crítico discursivo del sexismo indirecto en anuncios denunciados (2010-2013)

On a daily basis, we can see television ads that use the representation of men and women to advertise their products or services. In a somewhat veiled way, we find messages impregnated with discriminatory elements that are still far from the indications established by the organisms and institutions regarding gender equality, while at the same time breaching the current legislation. In this way, we have in the advertising horizon the presence of a more subtle but equally pernicious sexism, in which both genders, especially women, receive an unequal treatment. Such indirect sexism opens its way through resources that operate at the pragmatic level, which Mills (2008) calls typologies of indirect sexism. With this reference framework, the main objective of this work is to study and analyze discursively and from a critical perspective the indirect sexism in the publicity denounced before the organisms in charge of ensuring a non-sexist advertising, delimiting the study to the European international framework and Spain. In order to achieve our goal, the thesis is organized in three parts. First, in Part I, we review the bases that contextualize the theoretical framework in which this work is written, and that will serve as a reference for the subsequent analysis of the corpus of advertisements. To do this, we deal with the concept of sexism and its various types of manifestations, we delve into sexist advertising in the media, specifically in television, and we approach the regulation of sexist advertising, approaching in a general way the European international framework in this regard, attending specifically to the case of Spain. In Part II, we carried out a practical study of indirect sexism in those television commercials that have been denounced to the Observatorio Andaluz de la Publicidad no Sexista in the period between 2010 and 2013. In this second part, we include a justification and description of the corpus, as well as an explanation of the methodology that has been adopted for the analysis of the ads. In order to achieve a first macro-structural level of analysis, we have described the corpus of commercials by means of a sheet that we have elaborated. Next, a tool has been designed for a critical analysis that allows us to carry out the analysis of the corpus to a second microstructural level. Thus, the analysis perspective has been based on some of the presuppositions of the research paradigm of Critical Discourse Analysis, within which we have considered Content Analysis and Multimodal Discourse Analysis. Subsequently, the analysis at two levels, macrostructural and microstructural, of the corpus of denounced advertisements was carried out. It will be the presence of the resources or strategies of indirect sexism mentioned above that we will analyze in the television advertising discourse. Finally, the conclusions of the study and the future lines of research have been presented in Part III. Despite the current legislation at the international and national level, we can conclude that there is still a discriminatory sexism, so it would be possible to consider whether such regulation is effective against the type of advertising that is produced today. In addition, through the analysis of the linguistic and extra-linguistic codes of the ads, we verified the existence of a subtle, indirect sexism that continues to open the way to transmit their ideas, thus avoiding a more aggressive sexism.