Advertising and Sexism with focus groups of preadolescents / Publicidad y sexismo analizados en grupos de discusión de preadolescentes

The main aim of this research is to understand the way advertising and sexism are analyzed by focus groups of 11 and 12 year old preadolescents. In order to achieve this aim we used commercials that reproduce sexism situations and that are based on persuasive strategies where brands and products are associated with happiness and family well-being. The research was developed through six focus groups, whose results were analyzed from a qualitative approach in order to define the classification criteria. The level of skepticism shown by the preadolescents regarding the persuasive advertising techniques is associated with their capacity for detecting sexism. Both skills seem require a certain level (that is needed, but not sufficient) of character analysis. The results support the importance of focus groups both as an evaluation procedure and as advertising literacy context that should include not only cognitive components but also evaluative aspects, such as skepticism and rejection of sexism.