La mujer en la creatividad publicitaria del siglo XXI: de protagonista a profesional del mensaje publicitario: mujer esteriotipada en publicidad versus mujer profesional de la publicidad

Martín Casado, Teresa Gema
Advertising communication has a great influence on the social construction of gender image and the image of women in the case. Knowledge of the stereotypes that admen represent in their messages helps about women in the XXI century, which stereotypes define them, which ones are reinforced by advertising and how it influences the similarities and differences between genders. But there is another fact that we must consider: women are also creators of such advertisements. They are advertising creative, and this could help about equality, and decrease gender difference in advertisements. However their low participation as creative directors compare to men, is very significant in the process of equality in advertising communication ​
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