Los ojos femeninos en la publicidad audiovisual

Abstract

There are many studies on the woman image in television adver-tisement, both in the United States and Europe. All these studies focused on the importance of her physical appearance, especially her beauty, her slenderness and sensuali-ty, depending on its significance within the product. There are not, however, specific studies on her face particular characteristics: ethnic nuances, hair length or colour, main sizes or lines, etc. In this article it is examined, for the first time, the colour of the eye (light or dark) of the feminine figure of television spots and its relevance in the adver-tisement. This investigation does not only concentrate on absolute values but also in their relationship with other data, particularly with the sort of products that the woman adverts, the kind of role she develops in the spot and the people who is with her in each case.