Percepciones sobre discursos de género y empoderamiento en la publicidad peruana: un estudio con jóvenes universitarias

Femvertising
empoderamiento femenino
publicidad
percepción femenina
saturación publicitaria
marketing inclusivo Femvertising
female empowerment
advertising
female perception
advertising saturation
inclusive marketing

How to Cite

Minchola, A., Arbaiza, F., & Robledo-Dioses, K. (2024). Perceptions of Gender Discourses and Empowerment in Peruvian Advertising: A Study with University Women. IROCAMM - International Review Of Communication And Marketing Mix, 7(1), 9–23. https://doi.org/10.12795/IROCAMM.2024.v07.i01.01

Received 2023-12-01
Accepted 2023-12-29
Published 2024-10-04

Abstract

This study investigates the perceptions of female university students in Peru regarding gender discourses and female empowerment in advertising. Utilizing a qualitative approach, it delves into how these young women interpret and react to gender representation in advertisements, focusing on factors that influence their perceptions of authenticity and opportunism. The analysis uncovers that within these perceptions, the phenomenon of femvertising emerges as a significant concern, questioning the genuineness of brands’ commitment to female empowerment. This finding highlights the complexity of the interplay between advertising, gender, and culture in the Peruvian context.

https://doi.org/10.12795/IROCAMM.2024.v07.i01.01

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