La imagen de la mujer en la fotografía publicitaria durante la Guerra Civil española
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2016
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Universidad de Málaga
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García Castillo, N. y Bueno Doral, T. (2016). “La imagen de la mujer en la fotografía publicitaria durante la guerra civil española”. Fotocinema. Revista científica de cine y fotografía, nº 13, pp. 57-86. Disponible: http://www.revistafotocinema.com/
Abstract
Esta investigación supone un aporte original que analiza la imagen femenina presente en las fotografías publicitarias difundidas en los anuncios publicados en la prensa durante la Guerra Civilespañola. Tras un exhaustivo análisis documental que contextualiza el uso de esta técnica en la industria publicitaria, hemos aplicado un análisis de contenido a un censo de 139 personajes procedentes de siete cabeceras distintas. Entre los principales resultados obtenidos cabe destacar la belleza, juventud y felicidad de los reclamos, así como la profesión de actriz como principal perfil laboral. Esto último se debe la importancia de las salas de cine como clientes de las agencias. Vemos así un discurso publicitario que, a pesar de compartir una misma técnica de reproducción, se opone a las imágenes con que el fotoperiodismo de guerra llenaba esos mismos diarios.Por lo tanto, además de añadiruna nueva perspectiva al conjunto de estudios acerca del uso de la fotografía durante la Guerra Civilespañola, el artículo pretende aportar una mayor comprensión de la realidad de la época y de sus estereotipos de género.
This research is an original contribution that analyses the image of women in advertising photographsthat were published in diverse journals during the Spanish Civil War. After having carried out a documentary analysis that contextualizesthe use of this technique in the advertising industry, we have applied a content analysis to a census of 139 characters from seven different newspapers. Among the main results that have been obtained, it should be pointed out the beauty, youth and happiness of the figures, as well as the profession of actress as main work profile. The last result is due to the importanceof movie theaters as clients of the agencies. In this way, there is an advertising discourse that, althoughit sharethe same technique of representation,is opposed to the images of photojournalism that were used to fill the same newspapers.Therefore, this paper adds a new perspective to the studies related to the use of photography during the Spanish Civil War. However, we also try to provide a better comprehension of the reality of the periodan of its gender stereotypes.
This research is an original contribution that analyses the image of women in advertising photographsthat were published in diverse journals during the Spanish Civil War. After having carried out a documentary analysis that contextualizesthe use of this technique in the advertising industry, we have applied a content analysis to a census of 139 characters from seven different newspapers. Among the main results that have been obtained, it should be pointed out the beauty, youth and happiness of the figures, as well as the profession of actress as main work profile. The last result is due to the importanceof movie theaters as clients of the agencies. In this way, there is an advertising discourse that, althoughit sharethe same technique of representation,is opposed to the images of photojournalism that were used to fill the same newspapers.Therefore, this paper adds a new perspective to the studies related to the use of photography during the Spanish Civil War. However, we also try to provide a better comprehension of the reality of the periodan of its gender stereotypes.