title: [Laws on gender violence and their effect on sexism in advertising: a comparative analysis of advertisements from Argentina, Mexico, Spain and the United States].
abstract: OBJECTIVE
  The aim of this study was to assess the impact of gender violence legislation on the incidence of sexism and gender bias in advertisements published in four countries: Argentina, Mexico, Spain, and the United States.
  
  
  METHODS
  The study focused on the content of 163 advertisements: 69 from Spain, 16 from Mexico, 50 from Argentina, and 28 from the United States. Data were gathered on the presence of bodies not associated with the product being advertised, to study the stereotypical presentation of men and women and gender biases in advertisements in Argentina, Mexico, Spain, and the United States.
  
  
  RESULTS
  The following stereotypical findings were observed: (i) men were shown in public places more often than women in the ads from Argentina (P = 0.000), Spain (P = 0.000), and Mexico (P = 0.011); (ii) men were shown more often than women practicing neutral professions in the ads from Argentina (P = 0.004), Spain (P = 0.000), and Mexico (P = 0.025); and (iii) men were shown more often than women as workers and users (P = 0.000) and less often than women in a parenting role (P = 0.000). With regard to biases, (i) men were given greater visibility than women in all four countries, and (ii) only in the ads from Spain were there significant differences in terms of parity, with men appearing more often in the ads than women (P = 0.014), and empowerment, with men shown making decisions more often than women; P = 0.045).
  
  
  CONCLUSIONS
  Those countries with legislation aimed at using communication to prevent gender violence do not have less sexism in their advertisements. To analyze the relationships between laws, sexism, and gender violence, it would be necessary to undertake a rigorous diachronic assessment of the instruments constructed and also to compare the results with other cultural and social indicators that are often difficult to isolate.
authors.affiliation: Departamento de Comunicación y Psicología Social, Universidad de Alicante, Alicante, Spain. marta.martin@ua.es
authors.forename: Marta
authors.initials: M
authors.lastname: Martín-Llaguno
authors.forename: Marián
authors.initials: M
authors.lastname: Navarro-Beltrá
mesh_terms: D000329:Advertising / Q000331:legislation & jurisprudence*; D001118:Argentina; D005260:Female; D006801:Humans; D007398:Interpersonal Relations; D008297:Male; D008800:Mexico; D063507:Sexism / Q000706:statistics & numerical data*; D013030:Spain; D013240:Stereotyping; D014481:United States; D014754:Violence / Q000331:legislation & jurisprudence* / Q000706:statistics & numerical data*