Valores y estereotipos femeninos creados en la publicidad gráfica de las marcas de moda de lujo en España

The present article offer first research conclusions supported by Observatorio Publicidad y Sociedad del Centro Universitario Villanueva (Universidad Complutense de Madrid). The main topic of the survey was the Stereotype and values created by graphic luxury brands in Spain. There are few academicals studies about this subject because for the lower state that fashion advertising takes for academicals as a cultural manifestation founded on mass media. The women magazines net circulation and printed average are maintaining their position in spite of the difficult situation of printed media, and luxury bands continue supporting it for its real efficacy in their commercial objectives. However, more than only a market function, advertising has a social and educative labor as other media content do. A content analysis of 290 graphic ads which belong by 97 luxury brands was made. The survey shows five different women stereotypes founded in advertising images.