Marta Mensa
Biographic Data
| ID | 1256225 |
|---|---|
| NAME | Marta Mensa |
| GIVEN NAMES | Marta |
| FAMILY NAME | Mensa |
| SIGNATURE | MENSA M |
| AFFILIATIONS | University of North Texas |
| ORCID | 0000-0002-8239-3674 |
| VERIFIED | Yes |
| TOTAL WORKS | 16 |
| TOTAL CITATIONS | 20 |
| WORKS AS AUTHOR | 16 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 1970 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 3 |
Women’s representation on Instagram
Purpose This study examines the portrayal of body image, sexual objectification, and stereotypes in top fashion social media influencers from Gulf Cooperation Council (GCC) and non-GCC countries on Instagram. Design/methodology/approach A quantitative content analysis was conducted on 550 Instagram posts from leading fashion influencers. Findings GCC influencers predominantly wore modest attire (81.3 % non-revealing dresses), with 50 % wearing hi…
Covering violence against women and girls on the border
This study investigates violence against women and girls (VAWG) along the Texas-Mexico border through the lens of the news published in newspapers: MyRGV in McAllen (Texas), the El Paso Times in El Paso (Texas), El Mañana de Reynosa in Tamaulipas (Mexico), and El Heraldo de Juárez in Ciudad Juárez (Mexico). It employs a mixed-method approach, conducting quantitative content analysis and qualitative framing analysis. The findings reveal that Mexic…
Objectification on Instagram
Let her talk
This study compares the experiences of creative women leaders (creative directors) and non-leaders (copywriters and art directors) through the lens of transactional and transformational leadership by exploring their lived experiences within advertising agencies in São Paulo, Brazil. Twenty-eight in-depth interviews were conducted, and the data was analysed using a reflexive thematic approach. Three main themes emerged as impediments to women’s pr…
Cross-Cultural comparison of TikTok uses and gratifications
This cross-cultural study examines the differences in TikTok use among users from the United States, Spain, and Chile. A survey, in English, European Spanish, and Latin American Spanish respectively, was administered to 556 TikTok users across the three countries. These users shared similar demographic characteristics, and multigroup measurement models were established to support cross-country measurement invariance. Our results show that Chilean…
More than you see
This study explores the experiences of Black and White women creatives working in advertising agencies in São Paulo, Brazil. In total, 28 in-depth interviews were conducted, and data was analysed through the lens of intersectionality theory. Six themes emerged: 1) White men rule the department, 2) the power of white privilege, 3) breaking the (white) glass ceiling, 4) tokenism at work, 5) segregated accounts and 6) stereotypes: From gender to rac…
Nurtured and sorrowful
This study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration of the coronavirus outbreak as a pandemic. The study analyses the frequencies of use of positive and negative emotional appeals in the content of the ads, and concurrent combinations of such appeals. A content analysis was conducted on a sample of 376 …
Gender (in)equality in Chilean press
Who writes the news in the Chilean press according to gender? Who are the sources, male or female, in the Chilean press? Is there a relationship between the gender of journalists and the gender of the sources in the Chilean press? This article studies the gender of the Chilean newsroom and their sources in 12,113 news through a quantitative method with a computational social science approach. This method combines web scraping and natural language…
Now I can see”
Purpose This study aims to explore sexist codes in the creative departments of Chilean advertising agencies, where women represent only 4.7% of all creatives. Design/methodology/approach This study provides new insights into the experiences of women in advertising through 18 in-depth interviews with Chilean creative women. Findings The results show that gender discrimination begins in universities, where male professors are often the same people …
Portraits of Women
By 2020, brands will invest half of their marketing budget on Internet advertising. The Internet has effective potential in advertising, and it can mold stereotypical roles for future generations of consumers. Social norms and beliefs towards respect and gender equality can be reinforced through digital advertising. This study compares empirical evidence of how women are portrayed in digital advertising on Facebook from Mexico and Chile. Samples …
Portraits of Women
By 2020, brands will invest half of their marketing budget on Internet advertising. The Internet has effective potential in advertising, and it can mold stereotypical roles for future generations of consumers. Social norms and beliefs towards respect and gender equality can be reinforced through digital advertising. This study compares empirical evidence of how women are portrayed in digital advertising on Facebook from Mexico and Chile. Samples …
Women Creatives and Machismo in Mexican Advertising
This study explores the experiences of women working as creatives in Mexican advertising creative departments. It is based on 22 in-depth interviews and suggests that these women face significant challenges within the machismo culture, which permeates Mexican advertising creative departments. Mexico plays an important role in global advertising, particularly in Latin America, but in this country female workers only represent five per cent of thos…
Creative women in Peru
Gender segregation begins early and is reinforced within the workplace. Advertising creative departments appear to have extreme gender segregation with women representing just 20% of all those working within creative departments worldwide. Yet, creativity does not depend on gender. Thus, the underrepresentation of women is particularly troubling. In Peru women comprise 3% to 10.4% of all people working in advertising creative, which suggests the …
El uso de figuras retóricas en anuncios publicitarios y pinturas de Magritte
Information processing and memory have an important role in stimulating, encoding and recall of advertising stimuli. Through an experimental study the present article seeks to identify the impact on short-term memory of visual rhetorical figures, comparing real advertisements and works of artist Magritte intervened and presented as branded advertisements. The hypothesis states that rhetorical figures present in advertising designs should have a g…
Creative women in Peru
Gender segregation begins early and is reinforced within the workplace. Advertising creative departments appear to have extreme gender segregation with women representing just 20% of all those working within creative departments worldwide. Yet, creativity does not depend on gender. Thus, the underrepresentation of women is particularly troubling. In Peru women comprise 3% to 10.4% of all people working in advertising creative, which suggests the …
Las metodologías utilizadas en las investigaciones de creatividad publicitaria (1965-2007)
Esta investigación estudia los artículos sobre creatividad publicados en los journals anglosajones sobre publicidad durante el período 1965-2007. Se examinan 36 artículos utilizando el análisis de contenido para diagnosticar la contribución de la creatividad al campo de la publicidad. El objetivo es conocer las metodologías científicas utilizadas en la investigación sobre creatividad publicitaria. El estudio propone una división de metodologías. …
Women Creatives and Machismo in Mexican Advertising
This study explores the experiences of women working as creatives in Mexican advertising creative departments. It is based on 22 in-depth interviews and suggests that these women face significant challenges within the machismo culture, which permeates Mexican advertising creative departments. Mexico plays an important role in global advertising, particularly in Latin America, but in this country female workers only represent five per cent of thos…
Now I can see”
Purpose This study aims to explore sexist codes in the creative departments of Chilean advertising agencies, where women represent only 4.7% of all creatives. Design/methodology/approach This study provides new insights into the experiences of women in advertising through 18 in-depth interviews with Chilean creative women. Findings The results show that gender discrimination begins in universities, where male professors are often the same people …
Creative women in Peru
Gender segregation begins early and is reinforced within the workplace. Advertising creative departments appear to have extreme gender segregation with women representing just 20% of all those working within creative departments worldwide. Yet, creativity does not depend on gender. Thus, the underrepresentation of women is particularly troubling. In Peru women comprise 3% to 10.4% of all people working in advertising creative, which suggests the …
Las metodologías utilizadas en las investigaciones de creatividad publicitaria (1965-2007)
Esta investigación estudia los artículos sobre creatividad publicados en los journals anglosajones sobre publicidad durante el período 1965-2007. Se examinan 36 artículos utilizando el análisis de contenido para diagnosticar la contribución de la creatividad al campo de la publicidad. El objetivo es conocer las metodologías científicas utilizadas en la investigación sobre creatividad publicitaria. El estudio propone una división de metodologías. …
More than you see
This study explores the experiences of Black and White women creatives working in advertising agencies in São Paulo, Brazil. In total, 28 in-depth interviews were conducted, and data was analysed through the lens of intersectionality theory. Six themes emerged: 1) White men rule the department, 2) the power of white privilege, 3) breaking the (white) glass ceiling, 4) tokenism at work, 5) segregated accounts and 6) stereotypes: From gender to rac…
Nurtured and sorrowful
This study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration of the coronavirus outbreak as a pandemic. The study analyses the frequencies of use of positive and negative emotional appeals in the content of the ads, and concurrent combinations of such appeals. A content analysis was conducted on a sample of 376 …
Portraits of Women
By 2020, brands will invest half of their marketing budget on Internet advertising. The Internet has effective potential in advertising, and it can mold stereotypical roles for future generations of consumers. Social norms and beliefs towards respect and gender equality can be reinforced through digital advertising. This study compares empirical evidence of how women are portrayed in digital advertising on Facebook from Mexico and Chile. Samples …
Creative women in Peru
Gender segregation begins early and is reinforced within the workplace. Advertising creative departments appear to have extreme gender segregation with women representing just 20% of all those working within creative departments worldwide. Yet, creativity does not depend on gender. Thus, the underrepresentation of women is particularly troubling. In Peru women comprise 3% to 10.4% of all people working in advertising creative, which suggests the …
Las metodologías utilizadas en las investigaciones de creatividad publicitaria (1965-2007)
Esta investigación estudia los artículos sobre creatividad publicados en los journals anglosajones sobre publicidad durante el período 1965-2007. Se examinan 36 artículos utilizando el análisis de contenido para diagnosticar la contribución de la creatividad al campo de la publicidad. El objetivo es conocer las metodologías científicas utilizadas en la investigación sobre creatividad publicitaria. El estudio propone una división de metodologías. …
El uso de figuras retóricas en anuncios publicitarios y pinturas de Magritte
Information processing and memory have an important role in stimulating, encoding and recall of advertising stimuli. Through an experimental study the present article seeks to identify the impact on short-term memory of visual rhetorical figures, comparing real advertisements and works of artist Magritte intervened and presented as branded advertisements. The hypothesis states that rhetorical figures present in advertising designs should have a g…
Creative women in Peru
Gender segregation begins early and is reinforced within the workplace. Advertising creative departments appear to have extreme gender segregation with women representing just 20% of all those working within creative departments worldwide. Yet, creativity does not depend on gender. Thus, the underrepresentation of women is particularly troubling. In Peru women comprise 3% to 10.4% of all people working in advertising creative, which suggests the …
Women Creatives and Machismo in Mexican Advertising
This study explores the experiences of women working as creatives in Mexican advertising creative departments. It is based on 22 in-depth interviews and suggests that these women face significant challenges within the machismo culture, which permeates Mexican advertising creative departments. Mexico plays an important role in global advertising, particularly in Latin America, but in this country female workers only represent five per cent of thos…
Portraits of Women
By 2020, brands will invest half of their marketing budget on Internet advertising. The Internet has effective potential in advertising, and it can mold stereotypical roles for future generations of consumers. Social norms and beliefs towards respect and gender equality can be reinforced through digital advertising. This study compares empirical evidence of how women are portrayed in digital advertising on Facebook from Mexico and Chile. Samples …
Portraits of Women
By 2020, brands will invest half of their marketing budget on Internet advertising. The Internet has effective potential in advertising, and it can mold stereotypical roles for future generations of consumers. Social norms and beliefs towards respect and gender equality can be reinforced through digital advertising. This study compares empirical evidence of how women are portrayed in digital advertising on Facebook from Mexico and Chile. Samples …
Gender (in)equality in Chilean press
Who writes the news in the Chilean press according to gender? Who are the sources, male or female, in the Chilean press? Is there a relationship between the gender of journalists and the gender of the sources in the Chilean press? This article studies the gender of the Chilean newsroom and their sources in 12,113 news through a quantitative method with a computational social science approach. This method combines web scraping and natural language…
Now I can see”
Purpose This study aims to explore sexist codes in the creative departments of Chilean advertising agencies, where women represent only 4.7% of all creatives. Design/methodology/approach This study provides new insights into the experiences of women in advertising through 18 in-depth interviews with Chilean creative women. Findings The results show that gender discrimination begins in universities, where male professors are often the same people …
Nurtured and sorrowful
This study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration of the coronavirus outbreak as a pandemic. The study analyses the frequencies of use of positive and negative emotional appeals in the content of the ads, and concurrent combinations of such appeals. A content analysis was conducted on a sample of 376 …
Cross-Cultural comparison of TikTok uses and gratifications
This cross-cultural study examines the differences in TikTok use among users from the United States, Spain, and Chile. A survey, in English, European Spanish, and Latin American Spanish respectively, was administered to 556 TikTok users across the three countries. These users shared similar demographic characteristics, and multigroup measurement models were established to support cross-country measurement invariance. Our results show that Chilean…
More than you see
This study explores the experiences of Black and White women creatives working in advertising agencies in São Paulo, Brazil. In total, 28 in-depth interviews were conducted, and data was analysed through the lens of intersectionality theory. Six themes emerged: 1) White men rule the department, 2) the power of white privilege, 3) breaking the (white) glass ceiling, 4) tokenism at work, 5) segregated accounts and 6) stereotypes: From gender to rac…
Women’s representation on Instagram
Purpose This study examines the portrayal of body image, sexual objectification, and stereotypes in top fashion social media influencers from Gulf Cooperation Council (GCC) and non-GCC countries on Instagram. Design/methodology/approach A quantitative content analysis was conducted on 550 Instagram posts from leading fashion influencers. Findings GCC influencers predominantly wore modest attire (81.3 % non-revealing dresses), with 50 % wearing hi…
Covering violence against women and girls on the border
This study investigates violence against women and girls (VAWG) along the Texas-Mexico border through the lens of the news published in newspapers: MyRGV in McAllen (Texas), the El Paso Times in El Paso (Texas), El Mañana de Reynosa in Tamaulipas (Mexico), and El Heraldo de Juárez in Ciudad Juárez (Mexico). It employs a mixed-method approach, conducting quantitative content analysis and qualitative framing analysis. The findings reveal that Mexic…
Objectification on Instagram
Let her talk
This study compares the experiences of creative women leaders (creative directors) and non-leaders (copywriters and art directors) through the lens of transactional and transformational leadership by exploring their lived experiences within advertising agencies in São Paulo, Brazil. Twenty-eight in-depth interviews were conducted, and the data was analysed using a reflexive thematic approach. Three main themes emerged as impediments to women’s pr…
Political science (12 works) · Sociology (10 works) · Law (9 works) · Psychology (9 works) · Media, Gender, and Advertising (8 works) · Advertising and Communication Studies (7 works) · Business (7 works) · Gender Studies (6 works) · Gender, Feminism, and Media (6 works) · Social Psychology (6 works)