The Empowerment through Femvertising: Reality or Myth?
This article studied female empowerment and stereotypes through femvertising. Empowerment and stereotypes were characterized by the roles generated by the sexual division of labor, developing a qualitative analysis through the perception of young Mexican women. The challenges of this advertising str...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | México |
| Institución: | UNIVERSIDAD DE GUADALAJARA |
| Repositorio: | Mercados y Negocios |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs.148.202.248.171:article/7669 |
| Acceso en línea: | http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7669 |
| Access Level: | acceso abierto |
| Palabra clave: | Femvertising Woman empowerment Stereotypes Communication Advertising femvertising empowerment stereotypes women communication |
| Sumario: | This article studied female empowerment and stereotypes through femvertising. Empowerment and stereotypes were characterized by the roles generated by the sexual division of labor, developing a qualitative analysis through the perception of young Mexican women. The challenges of this advertising strategy were identified as the role of messages and content. The results suggested the construction of new stereotypes without modifying the patriarchal structure. |
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