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

Andrea Mansilla-Vera
, Eliana Gallardo-Echenique

Facultad de Comunicaciones

Universidad Peruana de Ciencias Aplicadas

Producción científica: Capítulo del libro/informe/acta de congreso › Contribución a la conferencia › revisión exhaustiva

1 Cita (Scopus)

Resumen

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.

Título traducido de la contribución	Does this brand represent me? A look at the female stereotypes in advertising
Idioma original	Español
Título de la publicación alojada	Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies
Editores	Alvaro Rocha, Ramiro Goncalves, Francisco Garcia Penalvo, Jose Martins
Editorial	IEEE Computer Society
ISBN (versión digital)	9789895465910
DOI	https://doi.org/10.23919/CISTI52073.2021.9476559
Estado	Publicada - 23 jun. 2021
Evento	16th Iberian Conference on Information Systems and Technologies, CISTI 2021 - Chaves, Portugal Duración: 23 jun. 2021 → 26 jun. 2021

Serie de la publicación

Nombre	Iberian Conference on Information Systems and Technologies, CISTI
ISSN (versión impresa)	2166-0727
ISSN (versión digital)	2166-0735

Conferencia

Conferencia	16th Iberian Conference on Information Systems and Technologies, CISTI 2021
País/Territorio	Portugal
Ciudad	Chaves
Período	23/06/21 → 26/06/21

ODS de las Naciones Unidas

Este resultado contribuye a los siguientes Objetivos de Desarrollo Sostenible

ODS 5: Igualdad de género

Palabras clave

brand attitudes
Facebook
gender roles
gender stereotypes
social networks

Acceder al documento

10.23919/CISTI52073.2021.9476559

Otros archivos y enlaces

Enlace a la publicación en Scopus

Citar esto

Mansilla-Vera, A., & Gallardo-Echenique, E. (2021). Esta marca me representa? Una mirada a los estereotipos de la mujer en la publicidad. En 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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title = "Esta marca me representa? Una mirada a los estereotipos de la mujer en la publicidad",

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. En 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).

Producción científica: Capítulo del libro/informe/acta de congreso › Contribución a la conferencia › revisión exhaustiva

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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.

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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. En Rocha A, Goncalves R, Penalvo FG, Martins J, editores, 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

Resumen

Serie de la publicación

Conferencia

ODS de las Naciones Unidas

Palabras clave

Acceder al documento

Otros archivos y enlaces

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Citar esto