This section aims to address the theories that speak of the differences in the

role of woman / man, in advertisements of a global or multinational brand

and a local brand in each country for the same product category, and how
these differences are depicted in advertising. They will also be treated using
stereotypes in advertising. And these theories applied to Germany and
Spain, which are the two countries analyzed, checking that a culture of
individualism is given in Germany, while Spain is characterized by a culture
of greater collectivism..
Thanks to these theories, we note that while in Germany the woman is
conceived as a worker woman in Spain is still made that difference and wife
is a sex object.
The first theory to consider is that of masculism / feminism / gender
equality, addressing Hofstede's: masculinity vs feminity, view class.
Furthermore, this analysis is important to build upon theories like Pollay,
with his theory of distorted mirror, tells that despite the large capacity of
ads for transmitting cultural values, this ability has been interpreted in ways
completely opposed. For some, advertising does not create or impose
certain values but accurately reflects the aspirations of the society in which
it is integrated. Precisely because it must "please" to consumers, it is quite
inconsistent point they argue that ads try to change the beliefs and ideals of
the people. Advertising would be to these authors, a "mirror" number of
values that are already present in social life; and, in the best case, would
only reinforce the values that believes discover the behaviors of individuals.
Faced with this attitude, many other authors claim the exact opposite:
advertising has enormous influence to impose fashions, attitudes and
lifestyles. The has more than any other type of media discourse precisely
because of its persuasive imprint and its hegemonic role in mass
communication
But despite these opposing positions, both groups seem to agree on three
aspects:
a) The advertising reflects a diagnosis of social life; because through the
advertisements we can discover the aspirations and values of a culture.
b) At the same time, advertising becomes a fabulous catalyst for our
culture, because power and mitifica certain desires and values.
c) However, this does not happen immediately or automatically; depends on
the products that are advertised and societies where they advertise.
However, research in recent years appears to agree with the second
approach: one that indicates the active nature of advertising in driving and
promoting new social values.
But in 1986, Richard Pollay had developed his famous theory of "distorting
mirror". After analyzing more than 400 ads from three countries, and

establish a table of values covering 42 transnational values, Pollay

concluded that advertising does not propelled by equal values of the society
in which it was, but occurred distortion. The advertising was "distorting
mirror" of society.
Four years later, Pollay conducted research on 2,000 published in journals of
wide circulation (from 1900-1980) 250 television commercials and spots
(from 1970-1980) and concluded that there was "a great consistency in the
time and in different media "about the values most frequently promoted in
advertising discourse. He concluded that "advertising reflects only certain
attitudes, behaviors and values. Models and reinforces only certain lifestyles
and 'philosophies: those who serve the interests of sellers "(1990).
Another important theories that should be noted is the LUCIA DOMINGUEZ in
which the values of self, groups and transients are highlighted.
In 1995, Luca Domnguez conducted a detailed analysis of the values
implicit in the Spanish television advertising on a sample of 500 selected
ads over a year analysis. For the categorization of values, taken as reference
classifications proposed by A. Mndiz (1988) and Ai-Ling Liao (1992), who, in
turn -in a more psychological than sociolgico- approach, were based on the
type of human Lersch trends established by Philip (1968). This typology was
already used for an analysis of advertising values Navarro Valls (1972)
posed a classification of human tendencies within the meaning they have
for the whole person: trends of the individual, vitalistic trends and transitive
trends. Based on this proposal, the methodological framework offered by L.
Dominguez (1995) was structured around three main groups of values: the
values of self, that group the egocentric tendencies of the individual and
that are focused on concepts such as success, comfort, pleasure or safety;
collective values, which are between me and others, the group, social
aspirations: novelty, youth, technology, progress; and transitive values,
involving outside yourself to open in solidarity to others: friendship,
fellowship, service, solidarity. The whole scheme, which is to reflect a
structure grouped into major conceptual core values is summarized in Table
No. 1.
SELF VALUES
1. Success: power, esteem and selfesteem
2. Comfort: comfort, pleasure, enjoyment
3. Attraction: beauty and seduction
4. Visibility, luxury, ostentation
5. Freedom, autonomy, independence

6. Safety, Health
1. Youth movement and adventure
2. New, modern, fashion
GROUP VALUES

3. Technology, progress, future

4. Working effort
5. Quality and tradition

1. Friendship, coexistence
2. Tenderness, love, affection
TRANSITIVE VALUES

3. Sense of community
4. Service solidarity
5. Green, nature

The result of this research shows very enlightening conclusions: the values
of self, appealing to egocentric tendencies, accounted for 51'2% of the ads;
collective values, summary shared with other aspirations, dominated the
31.5% of the ads; while the transitive values, which represent a certain
degree of altruism and generosity, are constrained to just one 17'3%. It is
noted, here, that advertising does not reflect all the values of a society, but
only those that are more closely linked with consumer lifestyle. Again, the
"distorted mirror" that Pollay spoke.
Recently, research on the values implicit in the current television advertising
(Mndiz et al., 2002) came to corroborate these same results. Your code for
the study of values configured after confronting employees in previous
research: specifically, those of Richard W. Pollay (1983), Ai-Ling Liou (1992),
Srikandath (1992), Luca Domnguez (1995) and Hong Cheng (1997).
Moreover, if we compare the results of the values of the target variable
(masculine, feminine or undifferentiated), we see that some values are more
eco in women; in the case of: self-esteem and self-care, beauty and
seduction, effectiveness, magical and miraculous, modernity, housekeeping,
health, popularity. However, other values are given in advertisements for
men; as is the case: evasion and independence, success, youth, power,
wealth and money, security, social status. Most typically undifferentiated
appeal to both men and women, are: comfort, quality, economy / budget,
comprehensiveness, novelty, pleasure and enjoyment, and technology.

In short, we can conclude that advertising not only reflects the values that
emerge in social life, but also promotes and disseminates certain values: the
most directly define a consumerist lifestyle, with a strong background
materialism.
HUI-CHING Liao:
To complete this section, we should mention research Hui-Ching Liao (1994)
entitled "Advertising cosmetics and cars in East and West. Analysis of the
image of women and men in television spots in Taiwan, Japan and Spain ".
The starting point of this work is to compare two or more countries--in ad
national (as opposed to international, as with multinational advertising)
more easily reveal the profound relationship between advertising and values
; but this analysis must be done, says Liao, in relation to the same product
category. That is, we can more easily determine the image of both sexes is
drawn in advertising a country when: 1) it is contrasted with the image that
draw ads from another country; and 2nd) both are compared in the same
type of product.
Among the most striking findings of the comparative study on the
advertising of cosmetics, we note:
- Preference in Japan and Taiwan for daytime, open, sunny scenarios; while
in Spain the cosmetic is associated with the night, dark and indoors.
- In East references or natural symbols (rivers, raindrops, plants, dew)
appear and proliferate in Spain neon lights, urban settings and more or less
artificial.
- In Taiwan women makeup itself, seeking its own beauty; Japan makes an
obligation to work; in Spain do to seduce a man.
- In Taiwan woman is always modest: kimono dress or gown in ads; in Japan
wears street clothes or working; while in Spain will more frequently with
bright, tight underwear or clothing.
- Finally, in Taiwan we are shown a fragile and delicate woman, a female
character who does not speak or gesture, like porcelain. In Japan we see a
more open and talkative woman who moves within social relationships. And
in Spain dominates a woman perfect body, prone to sensuality and
narcissism (proportionally, more naked than in Japan, something that we see
in Taiwan); and that Spanish women is, in ads, strong, communicative,
seductive and very active.