This study considers the role that public service announcements (PSAs) play in addressing violence against women (VAW) in Latin America. Using content analysis, the study examines 407 PSAs about VAW from 20 Latin American countries. The results show that 62.3% of the PSAs encourage bystanders to denounce violence while portraying women as victims in 48.8% of the PSAs. However, 71.7% of PSAs did not include a helpline or how to report the crime, only 11.8% of the PSAs have non-narrative, or factual information, about VAW, and just 6.4% engage in compelling narrative messaging or storytelling.
AndreasenA. R. (2002). Marketing social marketing in the social change marketplace. Journal of Public Policy & Marketing, 21(1), 3–13. https://doi.org/10.1509/jppm.21.1.3.17602
Arteaga-BarbaM.EscamillaK. G. L.SánchezK. M.LeónJ. R. P.Guzmán-DíazG.HerreraJ. C. (2021). Aproximación socio-histórica y psicoanalítica del machismo y sexismo. Boletín Científico de la Escuela Superior Atotonilco de Tula, 8(15), 45–50. https://doi.org/10.29057/esat.v8i15.6305
4.
BekaluM. A.BigmanC. A.McCloudR. F.LinL. K.ViswanathK. (2018). The relative persuasiveness of narrative versus non-narrative health messages in public health emergency communication: Evidence from a field experiment. Preventive Medicine, 111, 284–290. https://doi.org/10.1016/j.ypmed.2017.11.014
5.
BelottiF.ComunelloF.CorradiC. (2020). Feminicidio and# NiUnaMenos: An analysis of Twitter conversations during the first 3 years of the Argentinean movement. Violence Against Women, 27(8), 1035–1063. https://doi.org/10.1177/1077801220921947
6.
BerkowitzA. (2002). Fostering men’s responsibility for preventing sexual assault. In ScheweP. (Ed.), Preventing violence in relationships: Interventions across the lifespan (pp. 163–196). American Psychological Association.
7.
BlakeK.BastianB.DensonT. (2016). Perceptions of low agency and high sexual openness mediate the relationship between sexualization and sexual aggression. Aggressive Behavior, 42(5), 483–497. https://doi.org/10.1002/ab.21644
8.
BlakeK.BastianB.DensonT. (2018). Heightened male aggression toward sexualized women following romantic rejection: The mediating role of sex goal activation. Aggressive Behavior, 44(1), 40–49. https://doi.org/10.1002/ab.21722
9.
BottS.GuedesA.GoodwinM.AdamsJ. (2012, May 5). Violence against women in Latin America and the Caribbean: A comparative analysis of population-based data from 12 countries (Washington, PAHO HQ Library Cataloguing-in-Publication Data). Scribbr. https://www.paho.org/hq/dmdocuments/2014/Violence1.24-WEB-25-febrero-2014.pdf
10.
BrownW. (1995). States of injury: Power and freedom in late modernity. Princeton University Press.
BurchellK.RettieR.PatelK. (2013). Marketing social norms: Social marketing and the social norm approach. Journal of Consumer Behaviour, 12(1), 1–9. https://doi.org/10.1002=cb.1395
13.
CapellaM. L.HillR. P.RappJ. M.KeesJ. (2014). The impact of violence against women in advertisements. Journal of Advertising, 39(4), 37–52. https://doi.org/10.2753/JOA0091-3367390403
CEPAL (Economic Commission for Latin America and the Caribbean) (2019). Feminicidio https://oig.cepal.org/es/indicadores/feminicidio. (accessed December 24, 2020)
16.
CismaruM.JensenG.LavackA. M. (2010). The noise coming from next door were loud music, you’d do something about it: Mass media campaigns encouraging bystander intervention to stop partner violence. Journal of Advertising, 39(4), 69–82. https://doi.org/10.2753/JOA0091-3367390405
17.
ClementsP. T.Fay-HillierT. (2019). The effects of intimate partner violence on children: Navigating therapeutic assessment and intervention. Issues in Mental Health Nursing, 40(6), 486–492. https://doi.org/10.1080/01612840.2018.1553000
18.
Cook HeffronL. (2019). “Salía de uno y me metí en otro”: Exploring the migration-violence nexus among Central American women. Violence Against Women, 25(6), 677–702. https://doi.org/10.1177/1077801218797473
19.
De GraafA.HoekenH.SandersJ.BeentjesJ. W. (2012). Identification as a mechanism of narrative persuasion. Communication Research, 39(6), 802–823. https://doi.org/10.1177/0093650211408594
DupagneM.PotterW. J.CooperR. (1993). A content analysis of women’s published mass communication research, 1965-1989. Journalism Quarterly, 70(4), 815–823. https://doi.org/10.1177/107769909307000407
22.
El-KhouryJ. R.ShaferA. (2016). Narrative exemplars and the celebrity spokesperson in Lebanese anti-domestic violence public service announcements. Journal of Health Communication, 21(8), 935–943. https://doi.org/10.1080/10810730.2016.1177146
FengY.ChenH.HeL. (2019). Consumer responses to femvertising: A data-mining case of dove’s “campaign for real beauty” on YouTube. Journal of Advertising, (3), 1–10. https://doi.org/10.1080/00913367.2019.1602858
25.
FerrerA.BoschE. (2016). Las masculinidades y los programas de intervención para maltratadores en casos de violencia de género en España. Masculinities and Social Change, 5(1), 28–51. https://doi.org/10.17583/MCS.2016.1827
26.
FordJ.La TourM. (1993). Differing reactions to female role portrayals in advertising. Journal of Advertising Research, 33(5), 43–52.
GarcíaM. E. P. (2019). Reflexiones sobre el feminicidio en Ciudad Juárez: Categoría que se construye desde el despoder femenino. Theomai: Estudios Sobre Sociedad, Naturaleza y Desarrollo, 39, 137–158.
31.
GherardiN. (2016). Violence against women in Latin America. International Journal on Human Rights, 13(24), 129–136.
32.
GonzálezJ. L. B.JorgeA. A. B. (2019). Feminicidios en Cuba: Un problema latente disfrazado de homicidio. In RuizL. R.GonzálezG. (Eds.), Transiciones de la política penal ante la violencia: Realidades y respuestas específicas para iberoamérica (pp. 305–330). Editorial Jurídica Continental.
33.
GurrieriL.Brace-GovanJ.CherrierH. (2016). Controversial advertising: Transgressing the taboo of gender-based violence. European Journal of Marketing, 50(7/8), 1448–1469. https://doi.org/10.1108/EJM-09-2014-0597
34.
HamiltonG.ListonR.MortimerS. (2019). How do sporting organisations conceptualise and operationalise the prevention of violence against women?Australian & New Zealand Journal of Criminology, 53(1), 121–136. https://doi.org/10.1177/0004865819860879
35.
HoffnerC.BuchananM. (2009). Young adults’ wishful identification with television characters: The role of perceived similarity and character attributes. Media Psychology, 7(4), 325–351. https://doi.org/10.1207/S1532785XMEP0704_2
36.
HsiehH. F.ShannonS. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277–1288. https://doi.org/10.1177/1049732305276687
37.
IgartuaJ. J. (2006). Métodos cuantitativos de investigación en comunicación. Bosch.
38.
İnciB.SancarO.BostancıS. H. (2017). Usage of health-themed public service announcements as a social marketing communication tool: A content analysis related to public service announcements in the Republic of Turkey, Ministry of Health’s web site. Marketing and Branding Research, 4, 148–168.
39.
KangJ. A.HongS.HubbardG. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word-of-mouth intention. Journal of Consumer Behaviour, 19(1), 47–56. https://doi.org/10.1002/cb.1793
40.
KassarjianH. (1977). Content analysis in consumer research. Journal of Consumer Research, 4(1), 8–18. https://doi.org/10.1086/208674
KolbeR. H.BurnetM. S. (1991). Content-analysis research: An examination of applications with directions for improving research reliability and objectivity. Journal of Consumer Research, 18(2), 243–250. https://doi.org/10.1086/209256
43.
KotlerP. (1982). Marketing for nonprofit organizations. Prentice-Hall.
44.
KotlerP. T.ArmstrongG. (2018). Principles of marketing (17th Global Edition). Pearson.
45.
KrahéB.TomaszewskaP.KuyperL.VanwesenbeeckI. (2014). Prevalence of sexual aggression among young people in Europe: A review of the evidence from 27 EU countries. Aggression and Violent Behavior, 19(5), 545–558. https://doi.org/10.1016/j.avb.2014.07.005
46.
KrippendorffK. (1997). Content analysis: An Introduction to its methodology. Sage Publications Inc.
47.
LagardeM. (2010). El derecho humano de las mujeres a una vida libre de violencia. In MaquieiraV. (Ed.), Mujeres, globalización y derechos humanos (pp. 477–534). Cátedra.
48.
LamasM. (1996). Usos y dificultades de la categoría analítica género. In LamasM. (Ed.), El género, la construcción cultural de la dificultad sexual (pp. 327–366). Programa Universitario de Estudios de Género.
LiK. (2021). Exploring the role of regulatory focus and processing fluency in the effectiveness of narrative versus non-narrative advertising: A study about sugar intake in the USA. Health Communication, 36(7), 837–846. https://doi.org/10.1080/10410236.2020.1719320
51.
Lopez-ClarosA.NakhjavaniB. (2018). Equality for women=prosperity for all: The disastrous global crisis of gender inequality. St. Martin's Press.
52.
MabryA.TurnerM. M. (2016). Do sexual assault bystander interventions change men's intentions? Applying the theory of normative social behavior to predicting bystander outcomes. Journal of Health Communication, 21(3), 276–292. https://doi.org/10.1080/10810730.2015.1058437
53.
MaclnnisD. J.MoormanC.JaworskiB. J. (1991). Enhancing and measuring consumers’ motivation, opportunity, and ability to process brand information from ads. Journal of Marketing, 55(4), 32–53. https://doi.org/10.1177/002224299105500403
54.
MarcusS. (1992). Fighting bodies, fighting words: A theory and politics of rape prevention. In ButlerJ.ScottJ. W. (Eds.), Feminists theorize the political (pp. 385–403). Routledge.
55.
McQueenA.KreuterM. W.KalesanB.AlcarazK. I. (2011). Understanding narrative effects: The impact of breast cancer survivor stories on message processing, attitudes, and beliefs among African American women. Health Psychology, 30(6), 674. https://doi.org/10.1037/a0025395
56.
MensaM. (2017). Latin American and its influence on global creative advertising. In CrawfordR.BrennanL. (Eds.), Global advertising practice in a borderless world (pp. 73–87). Taylor & Francis Group.
57.
MensaM.BittnerV. (2020). Portraits of women: Mexican and Chilean stereotypes in digital advertising. Communication & Society, 33(1), 63–78. https:/doi.org/10.15581/003.33.1.63-78
58.
MontielF. C. (2019). Eliminar la violencia contra las mujeres en América Latina y el Caribe: Objetivo imprescindible para el desarrollo sostenible, la igualdad y La Paz. Análisis Carolina, 19, 1.https://doi.org/10.33960/AC_19.2019
59.
MorganS. E.MoviusL.CodyM. J. (2009). The power of narratives: The effect of entertainment television organ donation storylines on the attitudes, knowledge, and behaviors of donors and nondonors. Journal of Communication, 59(1), 135–151. https://doi.org/10.1111/j.1460-2466.2008.01408.x
60.
MuralidharanS.KimE. (2019). ‘I owe my life to the kind individual who called the helpline’: Exploring the interplay of self-views and social distance in narrative advertising on domestic violence prevention in India and the United States. International Journal of Advertising, 38(5), 704–730. https://doi.org/10.1080/02650487.2018.1556194
61.
MuralidharanS.La FerleC.PookulangaraS. (2018). Studying the impact of religious symbols on domestic violence prevention in India: Applying the theory of reasoned action to bystanders’ reporting intentions. International Journal of Advertising, 37(4), 609–632. https://doi.org/10.1080/02650487.2017.1339659
62.
MussweilerT.FörsterJ. (2000). The sex aggression link: A perception behavior dissociation. Journal of Personality and Social Psychology, 79(4), 507. https://doi.org/10.1037/0022-3514.79.4.507
PalazziV. P.ArenasP.CanevariM. C. (2014). Abramos los ojos ya es hora de ver, reflexiones sobre una campaña para la eliminación de la violencia contra las mujeres. Comunicação & Inovação, 15(28), 11–19. https://doi.org/10.13037/ci.vol15n28.2425
65.
PerillaJ. L. (1999). Domestic violence as a human rights issue: The case of immigrant Latinos. Hispanic Journal of Behavioral Sciences, 21(107), 106–133. https://doi.org/10.1177/0739986399212001
66.
PlakoyiannakiE.MathioudakiK.DimitratosP.ZotosY. (2008). Images of women in online advertisements of global products: Does sexism exist?Journal of Business Ethics, 83(1), 101–112. https://doi.org/10.1007/s10551-007-9651-6
67.
PotterS. J.MoynihanM. M.StapletonJ. G.BanyardV. L. (2009). Empowering bystanders to prevent campus violence against women: A preliminary evaluation of a poster campaign. Violence Against Women, 15(1), 106–121. https://doi.org/10.1177/1077801208327482
68.
RamírezÁ (2015). Análisis de las campañas de prevención de la Violencia de Género [Thesis]. Universidad de Valladolid.
RoggebandC. (2016). Ending violence against women in Latin America: Feminist norm setting in a multilevel context. Politics & Gender, 12(1), 143–167. https://doi.org/10.1017/S1743923X15000604
71.
RondonM. B. (2003). From Marianism to terrorism: The many faces of violence against women in Latin America. Archives of Women’s Mental Health, 6(3), 157–163. https://doi.org/10.1007/s00737-003-0169-3
72.
RovettoF. (2015). Violencia contra las mujeres: Comunicación visual y acción política en “Ni una Menos” y “Vivas nos queremos”. Contratexto, 24, 13–34. https://doi.org/10.26439/contratexto2015.n024.585
73.
RubinB. R. (2005). La prevención De conflictos violentos: Tareas y desafios para naciones unidas. Centro de Investigacion para la Paz, Fundacion Hogar del Empleado.
74.
SaavedraV.ToroJ. (2019). La revuelta Feminista: De la lucha de las mujeres a la lucha por una nueva sociedad. In En ZeránF. (Ed.), Mayo feminista. La rebelión contra el patriarcado (pp. 146–148). LOM ediciones.
75.
SciortinoS. (2018). Consideraciones sobre el movimiento amplio de mujeres a partir del “Niuna Menos”: Continuidad histórica, diversidad y trayectorias locales. Publicar, 24, 27–47.
76.
SmithR. M.ParrottD. J.SwartoutK. M.TharpK. M. (2015). Deconstructing hegemonic masculinity: The roles of antifemininity, subordination to women, and sexual dominance in men’s perpetration of sexual aggression. Psychology of Men & Masculinity, 16(2), 160–169. https://doi.org/10.1037/a0035956
77.
TaylorR. (2012). On advertising in the brics and other emerging markets. International Journal of Advertising, 31(2), 227–230. https://doi.org/10.2501/IJA-31-2-227-230
78.
ThayerJ. (2007). What the heart says to the rain (and vice versa) and why we should listen. Psychological Topics, 16(2), 241–250. https://hrcak.srce.hr/20448
79.
TsichlaE.ZotosY. (2016). Gender portrayals revisited: Searching for explicit and implicit stereotypes in Cypriot magazine advertisements. International Journal of Advertising, 35(6), 983–1007. https://doi.org/10.1080/02650487.2016.1189250
80.
UN. (1985). Report of the world conference to review and appraise the achievements of the United Nations decade for women: equality, development, and peace, Nairobi, 15–26 July 1985. In World conference to review and appraise the achievements of the United Nations decade for women: Equality, development and peace (1985: Nairobi) (pp. 100–304). United Nations.
WalbyS.OliveP.TowersJ.FranicsB. J.StridS.KrizsanA.AganwalB. (2015). Stopping rape: Towards a comprehensive policy. Policy Press.
87.
WalbyS.TowersJ.BalderstonS.CorradiC.FrancisB. J.HeiskanenM.StocklH. (2017). The concept and measurement of violence against women and men. Policy Press.
88.
WalkerD.RoweR. C.QuinseyV. L. (1993). Authoritarianism and sexual aggression. Journal of Personality and Social Psychology, 65(5), 1036–1045. https://doi.org/10.1037/0022-3514.65.5.1036
89.
WandsZ. E.MirzoevT. (2022). Intimate partner violence against indigenous women in Sololá, Guatemala: Qualitative insights into perspectives of service providers. Violence Against Women, 28(1), 150–168. https://doi.org/1077801220981145
WimmerR. D.DominickJ. R. (1996). La investigación científica en los medios de comunicación: Una introducción a sus métodos. Bosch.
92.
WirtzJ. G.SparksJ. V.ZimbresT. M. (2018). The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention: A meta-analytic review. International Journal of Advertising, 37(2), 168–198. https://doi.org/10.1080/02650487.2017.1334996
93.
WrightM. (2007). Feminicide, mother-activism, and the geography of protest in Northern Mexico. Urban Geography, 28(5), 401–425. https://doi.org/10.2747/0272-3638.28.5.401
