Revista Latina


Elena Olabarri

Department of Audiovisual Communication and Advertising
Faculty of Social Sciences and Communication
University of the Basque Country (Basque - Euskal Herriko Unibertsitatea)
Bº Sarriena, s/n 48940 Leioa (Bizkaia)
Teléfono: +34946012405, Fax. +34946013596

Elena Olabarri holds a Bachelor’s Degree in Sociology (1980), and a Ph.D. Degree in Political Sciences and Sociology (1989). She is Professor of Audiovisual Communication and Advertising (since 2001).

She is Professor of “Consumption Psycho-sociology” in the B.A. programme in Advertising and Public Relations; of “Communication and Advertising: Persuasive Strategies” in the B.A. programme in Journalism, Audiovisual Communication and Advertising; and of “Communicational Marketing” in the M.A. programme in Innovation and Knowledge Management. Her main lines of research are: firstly, "consumer behaviour research" with a particular focus on issues related to decision and addiction processes; secondly, “Advertising effectiveness”; and finally, "Gender studies and audiovisual consumption”. She has conducted and published several research projects about the first line of research, individually and with Professor J. Luis León and Irene García.

She has been guest speaker in many occasions, for example, at the “45th European Congress: Research Quality” (1992) organised in Madrid by the “The European Association for Marketing and Opinion Studies”, where she obtained the European Prize for the best research methodology and the Fernanda Monti Award to the best presentation. She also participated in the ESOMAR’s 2002 World Congress: “Consolidation or Renewal? From Research to Costumer Insight”. In 2000, she participated in the 6th World Leisure Congress (Leisure and Human Development) held in (Bilbao). Her publications include a pioneering book about consumer behaviour, which was co-written with Professor J. Luis León, published by Ediciones Deusto (1996). Regarding the subject of “Advertising effectiveness”, she was hired by the Basque Government from 2001 to 2009 to examine the Basque Government’s tourism advertising campaigns, and published several articles with Professor M. Angel Quintana in the journals “Cuestiones Publicitarias” (Advertising Issues) and “Investigación y Marketing” (Research and Marketing). She also participated in the International Congress “Marketing Trends” (Venice, 2010).

In relation to gender studies, she conducted various research projects and published several articles with professors Casilda de Miguel, Begoña Siles, and Leire Ituarte. She also published the book entitled “Gender identity in the television image”, published by the Spanish Women’s Institute and the Ministry of Labour and Social Affairs (Madrid, 2004).