Although both genders have played an important role, women are the ones who have been most exposed in advertising for their image , materializing it as an list of belize consumer email object and as a purchasing incentive.
We can see this in various advertisements, for example, in sports cars, where they show the vehicle, but, when buying it, they also have a beautiful model in the passenger seat. Similar scenes occur to promote perfumes, clothes, cosmetics, cleaning products, as well as other advertisements where women need help.
Studies by the UMU (University of Murcia) reveal that the image of women is reflected in three areas:
Advertising stereotypes traditional roles of men and women
Advertising that idealizes female beauty
Advertising that materializes female sexuality
Women's roles in propaganda have been represented in four ways so far, according to Factoria Creativa:
1. Mother, wife and housewife
Commonly used in the 1940s and 1960s, this type of advertising can still be seen today, primarily on cleaning products .
2. Woman Object
The one that materializes the woman to stimulate the purchase . It was used since the last century, but currently we can still find it in different campaigns.
3. Working woman
It began in the 90s, when women were given a role with a profession , whether it was secretary, nurse, waitress, etc. However, it only showed that women could do certain types of jobs.
Nowadays, there are advertisements where women do all kinds of professional activities, as a sign of the evolution of advertising in line with changes in society. However, inequalities continue to exist in the world of work between men and women.
4. Real Woman
An example of this role is the current DOVE brand advertisement where it showed real women, without projecting the idealized image of women.
real-dove-woman
Now that you know how advertising has impacted the creation of stereotypes, it is important to mention that, in Latin America, two of the most used stereotypes are the woman as an object on the side of women and the macho man on the side of men. Mexico is in second place with the highest percentage of reproduction of sexist stereotypes, after Morocco, according to the Federal Telecommunications Institute. In a report made by this institute in 2019, where they analyzed channels such as Azteca Uno, Las Estrellas, Canal 5, Azteca 7, among others, they found that 64% of the advertisements belong to the personal hygiene, health and cosmetics sector , 19% social services and governments , 7% to the hygiene and home cleaning sector , 6% to food and beverages , and the rest is tourism, animals, etc. With this, it was found that 39 % of the advertisements are aimed at an audience made up of adult women , with mother being the most used stereotype . On the other hand, in men 's advertisements the most used stereotype is professional.