Puede la publicidad ser feminista? Ambivalencia e intereses de género en lafemvertisinga partir de un estudio de caso

Deliciosa Calmade Campofrío

Bibliographic Data

ID4518259
AuthorsMaría Isabel Menéndez-Menéndez (0000-0001-7373-6885, Universidad de Burgos, corresponding author), María Isabel Menéndez Menéndez (Universidad de Burgos)
Year2019
Issue68
Pages88-100
Publication date2019-04-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueRevista de Estudios Sociales (JOURNAL)
Journal identifiersISSN: 0123-885X • E-ISSN: 1900-5180
PublisherUniversidad de los Andes (PUBLISHER • VE)
DOI10.7440/res68.2019.08
OpenAlexW2926928783
LanguageES
Citations received7
References cited11

A recent strategy known as “femvertising” appears to seek to end the sexism that has always accompanied much of advertising. It not only proposes overcoming sexist paradigms, but also incorporates elements of female empowerment. However, it is not exempt from risks, given its ambivalent nature and the gender interests it invokes. This paper reflects on the theoretical aspects of “femvertising” and employs a case study as a way to approach this type of advertising, on which there is hardly any literature. The conclusions suggest that this is a complex phenomenon that requires deeper analysis in order to diagnose its commitment to equality

Art · Humanities · Advertising and Communication Studies · Gender, Feminism, and Media · Media, Gender, and Advertising

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