GENDER ANALYSIS OF THE ADVERTISING CAMPAIGNS OF THE GENERAL DIRECTORATE OF TRAFFIC

We analyzed the treatment of gender in advertising campaigns for the Traffic Department of the Interior Ministry of the Government of Spain. The Campaigns were made from 2002 until 2007. These campaigns are part of the collective imagination of the Spanish population. These campaigns are also part of our cultural heritage. The methodology is based on specific variables recorded in both the visual code and the code of sound, of the sample. The application of rigorous methodology will lead to break stereotypes and false generalizations.