Perceptions of Gender Discourses and Empowerment in Peruvian Advertising: A Study with University Women

Authors

DOI:

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

Keywords:

Femvertising, female empowerment, advertising, female perception, advertising saturation, inclusive marketing

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.

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Author Biographies

Alexandra Minchola, Peruvian University of Applied Sciences (UPC)

Bachelor in Communication and Advertising from the University of Applied Sciences and has more than two years of experience in Internal Communication and Work Climate in the heavy machinery and construction sector. In her professional career, particularly in Ferreycorp, she has developed and managed innovative communication campaigns, focused on customer needs and the promotion of a positive work environment. With a focus on the implementation of effective strategies that align corporate objectives with organizational culture.

Francisco Arbaiza, Peruvian University of Applied Sciences (UPC)

University professor and researcher (DTCI) of the Communication and Advertising Career of the Communications Faculty of the Peruvian University of Applied Sciences (UPC). D. in Public Communication from the University of Navarra (Spain) and a degree in Communication from the University of Piura. His current research projects include: Experiential marketing and the profile of the new consumer in contemporary marketing; the transcendence of advertising discourse in branding and in the social context; and brands and consumer interaction in new digital scenarios.

GOOGLE SCHOLAR: https://scholar.google.com/citations?hl=es&user=0gf_gEcAAAAJ&view_op=list_works&sortby=pubdate

LINKEDIN: https://www.linkedin.com/in/franciscoarbaiza/

Kelly Robledo-Dioses, CETT - University of Barcelona (Spain)

Associate Professor and Academic Coordinator, CETT - Universitat de Barcelona (Spain)
Kelly Robledo-Dioses is a researcher at the Communication and Education Office of the Universitat Autònoma de Barcelona (UAB). D. in Communication and Journalism from the UAB, Master in Journalism and innovation in digital content from the same university, and Bachelor in Journalism from the University of Piura. Her lines of research are branded content, transmedia narrative, journalism and media literacy. She publishes on these topics in indexed journals and participates in international conferences. He is also an active member of different R&D research projects.

 

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Published

10/04/2024

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

Issue

Vol. 7 No. 1 (2024): Gender and communication: Advertising and audiovisual communication from the perspective of women's roles and references.

Section

Monographics

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