Esta marca me representa? Una mirada a los estereotipos de la mujer en la publicidad

Andrea Mansilla-Vera; Eliana Gallardo-Echenique

doi:10.23919/CISTI52073.2021.9476559

Esta marca me representa? Una mirada a los estereotipos de la mujer en la publicidad

Translated title of the contribution: Does this brand represent me? A look at the female stereotypes in advertising

Andrea Mansilla-Vera
, Eliana Gallardo-Echenique

Faculty of communication

Universidad Peruana de Ciencias Aplicadas

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

1 Scopus citations

Abstract

The aim of this research was to analyze what gender stereotypes are perceived by women aged 20-24 years in the "Friendship without differences"campaign of the Peruvian beer Pilsen Callao and their attitude towards the brand on Facebook. A qualitative approach was selected as the research method for this study, where 14 women undergraduate students were interviewed. It was shown that students recognize the use of gender stereotypes in advertising to unfavorably describe women as sexual objects or in roles related to housework and childcare, and little use of representations of them in professional roles, friendship and gender equality, which they consider relevant to feel more identified.

Translated title of the contribution	Does this brand represent me? A look at the female stereotypes in advertising
Original language	Spanish
Title of host publication	Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies
Editors	Alvaro Rocha, Ramiro Goncalves, Francisco Garcia Penalvo, Jose Martins
Publisher	IEEE Computer Society
ISBN (Electronic)	9789895465910
DOIs	https://doi.org/10.23919/CISTI52073.2021.9476559
State	Published - 23 Jun 2021
Event	16th Iberian Conference on Information Systems and Technologies, CISTI 2021 - Chaves, Portugal Duration: 23 Jun 2021 → 26 Jun 2021

Publication series

Name	Iberian Conference on Information Systems and Technologies, CISTI
ISSN (Print)	2166-0727
ISSN (Electronic)	2166-0735

Conference

Conference	16th Iberian Conference on Information Systems and Technologies, CISTI 2021
Country/Territory	Portugal
City	Chaves
Period	23/06/21 → 26/06/21

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 5 Gender Equality

Access to Document

10.23919/CISTI52073.2021.9476559

Cite this

Mansilla-Vera, A., & Gallardo-Echenique, E. (2021). Esta marca me representa? Una mirada a los estereotipos de la mujer en la publicidad. In A. Rocha, R. Goncalves, F. G. Penalvo, & J. Martins (Eds.), Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies (Iberian Conference on Information Systems and Technologies, CISTI). IEEE Computer Society. https://doi.org/10.23919/CISTI52073.2021.9476559

Mansilla-Vera, Andrea ; Gallardo-Echenique, Eliana. / Esta marca me representa? Una mirada a los estereotipos de la mujer en la publicidad. Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies. editor / Alvaro Rocha ; Ramiro Goncalves ; Francisco Garcia Penalvo ; Jose Martins. IEEE Computer Society, 2021. (Iberian Conference on Information Systems and Technologies, CISTI).

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abstract = "The aim of this research was to analyze what gender stereotypes are perceived by women aged 20-24 years in the {"}Friendship without differences{"}campaign of the Peruvian beer Pilsen Callao and their attitude towards the brand on Facebook. A qualitative approach was selected as the research method for this study, where 14 women undergraduate students were interviewed. It was shown that students recognize the use of gender stereotypes in advertising to unfavorably describe women as sexual objects or in roles related to housework and childcare, and little use of representations of them in professional roles, friendship and gender equality, which they consider relevant to feel more identified.",

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Mansilla-Vera, A & Gallardo-Echenique, E 2021, Esta marca me representa? Una mirada a los estereotipos de la mujer en la publicidad. in A Rocha, R Goncalves, FG Penalvo & J Martins (eds), Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies. Iberian Conference on Information Systems and Technologies, CISTI, IEEE Computer Society, 16th Iberian Conference on Information Systems and Technologies, CISTI 2021, Chaves, Portugal, 23/06/21. https://doi.org/10.23919/CISTI52073.2021.9476559

Esta marca me representa? Una mirada a los estereotipos de la mujer en la publicidad. / Mansilla-Vera, Andrea; Gallardo-Echenique, Eliana.
Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies. ed. / Alvaro Rocha; Ramiro Goncalves; Francisco Garcia Penalvo; Jose Martins. IEEE Computer Society, 2021. (Iberian Conference on Information Systems and Technologies, CISTI).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AU - Mansilla-Vera, Andrea

AU - Gallardo-Echenique, Eliana

PY - 2021/6/23

Y1 - 2021/6/23

N2 - The aim of this research was to analyze what gender stereotypes are perceived by women aged 20-24 years in the "Friendship without differences"campaign of the Peruvian beer Pilsen Callao and their attitude towards the brand on Facebook. A qualitative approach was selected as the research method for this study, where 14 women undergraduate students were interviewed. It was shown that students recognize the use of gender stereotypes in advertising to unfavorably describe women as sexual objects or in roles related to housework and childcare, and little use of representations of them in professional roles, friendship and gender equality, which they consider relevant to feel more identified.

AB - The aim of this research was to analyze what gender stereotypes are perceived by women aged 20-24 years in the "Friendship without differences"campaign of the Peruvian beer Pilsen Callao and their attitude towards the brand on Facebook. A qualitative approach was selected as the research method for this study, where 14 women undergraduate students were interviewed. It was shown that students recognize the use of gender stereotypes in advertising to unfavorably describe women as sexual objects or in roles related to housework and childcare, and little use of representations of them in professional roles, friendship and gender equality, which they consider relevant to feel more identified.

KW - brand attitudes

KW - Facebook

KW - gender roles

KW - gender stereotypes

KW - social networks

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M3 - Contribución a la conferencia

AN - SCOPUS:85115736827

T3 - Iberian Conference on Information Systems and Technologies, CISTI

BT - Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies

A2 - Rocha, Alvaro

A2 - Goncalves, Ramiro

A2 - Penalvo, Francisco Garcia

A2 - Martins, Jose

PB - IEEE Computer Society

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Mansilla-Vera A, Gallardo-Echenique E. Esta marca me representa? Una mirada a los estereotipos de la mujer en la publicidad. In Rocha A, Goncalves R, Penalvo FG, Martins J, editors, Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies. IEEE Computer Society. 2021. (Iberian Conference on Information Systems and Technologies, CISTI). doi: 10.23919/CISTI52073.2021.9476559

Esta marca me representa? Una mirada a los estereotipos de la mujer en la publicidad

Abstract

Publication series

Conference

UN SDGs

Access to Document

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