Como Citar
##plugins.generic.dates.accepted## 2023-12-29
##plugins.generic.dates.published## 2024-10-04
Resumo
Este estudo explora a perceção das jovens universitárias peruanas sobre o gender washing na publicidade. Através de uma análise qualitativa baseada em entrevistas aprofundadas, examina-se se este fenómeno é percebido como um autêntico compromisso para o empoderamento feminino ou se é considerado uma estratégia comercial oportunista. O estudo revela uma postura crítica face às práticas de gender washing, identificando fatores que influenciam a perceção de autenticidade e oportunismo na publicidade. Os resultados sugerem uma exigência de representações mais genuínas e responsáveis do género feminino na publicidade. Este trabalho contribui para o entendimento de como as consumidoras jovens interpretam e reagem ao uso do género na publicidade, oferecendo perspetivas valiosas para as marcas no mercado peruano.
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Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0.
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